Jonas Akerlund of Serial Pictures directed this spot in which a large audience–all dressed head-to-toe in black–pulses to a song being performed at an open-air concert. Standing out, though, in the crowd, are an attractive man and woman both dressed in white. They join together and escape the sameness of the pack. Agency was Team One Advertising.
Credits
Client Lexus Agency Team One Chris Graves, chief creative officer; Craig Crawford, group creative director; Ryan DiDonato, Andrew Smart, associate creative directors; Beth Hagen, sr. producer. Production Company Serial Pictures, Culver City, Calif. Jonas Akerlund, director; Violaine Etienne, partner/executive producer; Jessica Carlson, producer; Peter FitzGerald, head of production; Par Ekberg, DP; Emma Fairley, production designer; B. Akerlund, wardrobe stylist. Editorial JumP Richard Cooperman, editor; Samantha Noon, assistant editor; Betsy Beale, exec producer; Gavin Carroll, producer.
Music MUTATO MUZIKA Mark Mothersbaugh, vocal and composer. Audio Juice Audio Post, Santa Monica Bob Gremore, mixer. Visual Effects A52 Andy McKenna, Flame artist.
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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