This spot takes us to a retirement community known aptly as “The Pleasure Residence” replete with picturesque surroundings, elegant accommodations and other varied perks–including an abundance of Magnum ice cream bars for all the seniors.
Martin Werner directed the commercial via production house Proppa for Madrid-based agency LOLA MullenLowe. (Werner is handled in the U.S. by production company RESET.)
CreditsClient Magnum Agency LOLA MullenLowe, Madrid Tomas Ostiglia, creative director. Production Proppa (Propaganda Producciones) Martin Werner, director; Pablo Martinez, exec producer; Cristina Sancayo, line producer; Nicolaj Bruel, CP. Production Services Company Ready to Shoot (Portugal); Margarida Adoinis, line producer; Peter Grant, production designer; Pedro Santarem, art director; Melanie Buchave, stylist; Manel Rosa, makeup. Editorial Nicolaj Monberg, editor. Postproduction & Color Bacon X Sound Design Ballad Music “The Good Life,” performed by Neil Hannon
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
To land the relatable... Read More