Matt Aselton of Arts & Sciences directed this spot featuring fast talker John Moschitta, Jr., who relates in rapid-fire fashion the many destinations Jet Blue goes to from Boston. Moschitta’s gift of gab first gained fame with the classic FedEx commercials from the 1980s, directed by the legendary Joe Sedlmaier. JetBlue agency is Mullen, Boston.
Credits
Agency: Mullen Mark Wenneker, chief creative officer; Dave Weist, group creative director/copywriter; Tim Vaccarino, group creative director/art director; Paul Sincoff, associate creative director/copywriter; Liza Near, director of integrated production; Zeke Bowman, executive producer; Robyn Rhodes, animation/graphics. Editorial: P.S. 260, Inc. JJ Lask, editor; Ned Borgman, assistant editor; Zarina Mak, executive producer; Laura Patterson, producer. Postproduction: Company 3 New York Tim Masick, colorist. Visual Effects: Brickyard VFX Gina Downing, Sean McLean, Geoff McAuliffe and Nick Zagami, VFX artists; Robin Hobart, graphics artist; Kristen Anderson, VFX producer.
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.”
Read MoreMySHOOT Profiles
Add A Comment