App stands for appliance in this Instacart spot from agency McGarrah Jessee (McJ) and directed by Mike Long via production house Rumpus + Make. Titled “It’s All In The Phone,” the commercial depicts the Instacart app as a versatile, essential grocery tool. The :30 shows people using their smartphones in very literal, unexpected ways at home–chopping carrots, dipping chips into guacamole, toasting Pop-Tarts, and more.
Instacart creative director Brian Button said: “From Instacart’s perspective, we needed to communicate the message that everything from your grocery store is on Instacart and Instacart is on your phone.”
The cleverly executed creative showcases how time-starved ShopRite (an Instacart grocery retailer partner) customers can get their grocery items faster and enjoy them faster with a little extra help from Instacart. The :30 spot and a shorter :15 version will run across OTT platforms (e.g. Hulu, Discovery+, DirecTV, Peacock) starting now and throughout 2023.
Tim Roan, chief creative officer of McJ, said, “We’ve come to a point where everything is on our phones. So we just exaggerated that for Instacart. Now, your phone is your sous chef, your chip dip, your toothpaste tube, or even your toaster. We leaned into visual storytelling–show, don’t tell–and director Mike Long helped us stick the landing with an all in-camera treatment that created rich, cinematic scenes.”
CreditsClient Instacart Brian Button, creative director; Erin Sloan, sr. co-marketing manager. Agency McGarrah Jessee (McJ) Tim Roan, chief creative officer; Bryson Schmidt, sr. copywriter; Page Kastner, Adrien Bindi, sr. art directors; Abby Hinojosa, executive producer; Jon Buss, sr. producer; Nick Carr, sr. strategist. Production Rumpus + Make Mike Long, director; Greg Schultz, exec producer; Ivy Chiu, DP. Editorial Cut+Run Andrea Mendoza, editor; James Kracht, editor assist; Jacklyn Sandoval-Roman, post producer. VFX Jogger Andy Brown, VFX; Joel Paisner, VFX producer; Adolfo Martinelli, colorist. Sound Howdy Sound Dusty Albertz, sound. Music Marmoset
The Best Work You May Never See: C3P, No Fixed Address Show Us There Are No “Safe Spaces” In Canada When Kids Are Online
Creative agency No Fixed Address has partnered with the Canadian Centre for Child Protection (C3P) to raise awareness about the alarming increase in online child sexual exploitation in Canada. The “Safe Spaces” campaign alerts parents to the fact that nowhere is currently safe for a Canadian child--not their school, not their playground, not even their own bedroom--as soon as they’re online.
This “Safe Spaces” public service film--directed by Amélie Hardy via production company Carton Rouge--features the mothers of six victims of online sexual exploitation, telling their kid’s stories from the same places they assumed their child would be safe. These courageous moms have not only suffered the nightmare of what happened to their children, they’ve suffered under the assumption by many Canadians that it is somehow their fault for not keeping their children safe. This is the preconception the “Safe Spaces” campaign seeks to change. This can happen to anyone. Predators are everywhere online. And they’re targeting everyone. The campaign is urging Canadians to support the federal government’s Online Harms Bill, which would require social media companies to provide meaningful protection to children online.
“These courageous moms chose to share their heartbreaking stories to help Canadians understand why we desperately need legislation to protect our children from dangerous spaces online, just like we do offline,” said Lianna McDonald, executive director of C3P. “This is why we need safety regulations for the platforms kids use every day, as proposed in the Online Harms Bill.”
Alexis Bronstorph, chief creative officer at No Fixed Address, said, “We were blown away by the courage of these moms for sharing their stories.... Read More