The Hoffman Brothers of harvest directed this spot in which a man dressed in a business suit hops on a skateboard and chases a teenager in order to get him to switch from regular Stride chewing gum to Stride 2.0. The hot pursuit winds through and wreaks havoc at a shopping mall. The man accomplishes his mission and makes his escape with the help of a certain notable extreme sports athlete. Agency is JWT New York.
Credits
Agency: JWT New York Peter Nicholson, chief creative officer; Tom Christmann, executive creative director; Mason Hedgecoth, creative director; Eric Deichl, art director; Jeff St. Jean, copywriter; Dick De Lange, Melissa Bailey-Wong, planners; Clair Grupp, director of integrated production; Matt Anderson, JWT director of brand production; Angela Buck, sr. producer; Elias Kakomanolis, project manager. Production Company: harvest The Hoffman Brothers, directors; Bonnie Goldfarb, Scott Howard, exec producers; Rob Sexton, head of production/producer; Vincent Oster, line producer; Ross Richardson, DP; Fanae Aaron, production designer. Visual Effects: The Mill New York Verity Grantham, sr. producer; Michael Gibson, VFX; Rachel Stones, producer. Music: JWTwo Audio: JWTwo Mike Jansson, Andy Green, sound designers/mixers.
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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