Customers dining on Dairy Queen’s Chicken FlameThrower Sandwich have to inhale when they talk–otherwise, flames will shoot out of their mouths, making for one hot meal.
Credits
Agency: Grey | New York Tim Mellors, chief creative officer; Jonathan Rodgers, executive creative director; Steve Krauss, creative director/art director; Ari Halper, creative director/copywriter; Seth Gorenstein, producer. Production Company: harvest Baker Smith, director; Bonnie Goldfarb, Scott Howard, executive producers; Deb Tietjen, producer. Curtis Wehr, DP. Shot on location in Bloomington, Calif. Editorial: Crew Cuts Jake Jacobsen, editor; Ethan Mitchell, assistant editor; Nancy Shames, executive producer; Michelle Bellaff, producer. Postproduction: Nice Shoes Chris Ryan, colorist; Eric Gelgand, online editor. Quiet Man, New York Johnnie Semerad, creative director/Inferno compositor; Colin Stackpole, lead Inferno artist; Steve Koenig, Elsa Tu, Ryan Baer, Inferno compositors; Gray Hirschfield, head of production; Tyler Jarrett, assistant producer. Audio: Sound Lounge Philip Loeb, mixer.
Screenwork Type:Top Spot
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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