CP+B’s latest spot for Fruit of the Loom, directed by Tom Kuntz of MJZ, debuts during the NCAA basketball tournament telecast.
This year, Fruit of the Loom launched new EverLight underwear. Made from an ultra-fine micromesh fabric weighing 1.9 oz., it’s the lightest underwear the brand has ever made. So, to introduce the product, and reinforce that the underwear is so light you don’t even notice it, CP+B created a spot that unfolds layer after layer a series of characters who don’t notice they are being watched.
Credits
Client Fruit of the Loom Agency CP+B KT Thayer, creative director; Shannon Gibney, associate creative director, art director; Josh Shelton, associate creative director, writer; Sloan Schroeder, director of content production; Jamie Slade, integrated producer; Katie DeSimone, content supervisor; Carolyn Martin, content manager. Production MJZ Tom Kuntz, director; Eriks Krumins, sr. exec producer; Emily Skinner, line producer; Greig Fraser, DP. Editorial Cut+Run, Santa Monica Frank Effron, editor; Ambur Faris, editorial producer; Jared Thomas, sr. producer. Post/VFX MPC Culver City, Calif. Robert Owens, managing director; Micheal Gregory, VFX supervisor; Daniel Gonzalez, production manager; Miguel Arroyo, production coordinator; Karena Ajamian, post exec producer; Noah Caddis, lead Flame; Ricky Gausis, colorist. Audio Post Lime Studios Matt Miller, mix engineer; Lisa Mermelstein, mix engineer assist; Susie Boyajan, producer.
FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.
The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.
The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.
The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.
This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.
The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More
