Noam Murro directed this spot in which a colorful pinata shaped like an SUV holds up to the constant pounding of a baseball bat by a boy and then his adult father. They can’t break, even make a dent, in the pinata holding the candy treats because the SUV is a Tiguan, which is built strong and sturdy like a VW. Agency is Deutsch LA.
Credits
Agency: DeutschLA, Inc. Mark Hunter, chief creative officer; Eric Springer, group creative director/copywriter; Michael Kadin, group creative director/art director; Vic Palumbo, exec VP/director of integrated production; Victoria Guerier, sr. VP/director of broadcast production; Jim Haight, sr. producer. Production Company: Biscuit Filmworks Noam Murro, director; Shawn Lacy, exec producer; Simon Duggan, DP; Jen Berry, production supervisor; Jay Veal, producer. Editorial: Cut + Run, LA Steve Gandolfi, editor; Isaac Chen, assistant editor; Michelle Burke, exec producer; Christie Price, producer. Postproduction: Company 3 Los Angeles Stefan Sonnenfeld, colorist. Visual Effects: Brickyard VFX Mandy Sorenson, VFX lead artist; Patrick Poulatian, Chris Sonia, Evan Paras, VFX artists; Jeff Blodgett, exec producer; Diana Young Gomez, head of production; Linda Jackson, 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.”
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