This spot introduces us to Dick who spent way too much on his automobile insurance and “doesn’t have a nickel for the little things in life.”
As a result, we see Dick reusing dental floss, pouring milk from his cereal bowl back into the milk carton, washing his dishes and boxer shorts at the same time in the kitchen sink and buzz-sawing toilet paper rolls in half to get as many wipes as possible. A voiceover advises that if Dick were smart he’d do what 20,000 drivers do every month–switch their insurance coverage to Eastwood. The v.o.’s parting shot: “Don’t be a Dick.”
Credits
Agency: Ideaology, Calif. Dino Santilli, creative director/art director; Cary Sacks, copywriter; Janine Carlson, producer. Production Company: GARTNER Theodore Melfi, director; Rich Carter, Don Block, executive producers; Sean Hobbs, producer; Mateo Londono, DP. Editorial: Cut + Run, NY Frank Effron, editor Postproduction: Matchframe Video Shannon Koczera, colorist Audio: Cut + Run, NY Frank Effron, mixer
Quality Experience, Director Aube Perrie, The Mill NY Work Out The Future of Fitness For Tonal
Tonal, the strength training system combining revolutionary digital weight technology with personalized, AI-powered coaching, has introduced its new brand platform, “Power Progress,” and advertising campaign developed in partnership with Quality Experience (QX), the creative independent agency founded by Ari Weiss.
Directed by Aube Perrie of Pulse Films (UKMVA Director of the Year 2023 & 2024, UKMVA Best New Director 2021 and Webby’s Best Music Video 2022) with visual effects from The Mill NY, this brand film contrasts how the heavy chains of the past still shape how we work out today, with Tonal representing the future of fitness.
In addition to the brand film, the campaign includes cutdowns ranging from 90 seconds to 15 seconds, with even the shortest spot clearly connecting the old and the new. French director Perrie’s body of work includes music videos for Harry Styles, Megan Thee Stallion, and RM’s “LOST!”
“Sports marketing has had a long history of breakthrough advertising,” said QX creative chairman Weiss. “We wanted to launch with an idea as disruptive as the product itself. Not an easy bar to live up to. Like any great idea the insight is dead simple but the execution is unexpected and riveting. Great sports marketing doesn’t happen without great sports marketers and the team at Tonal shared our ambition to make the marketing as disruptive as the product.”
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