In a new ad campaign for YouTube TV, agency Cartwright shows how easy it is to watch live TV on your own schedule–not the television broadcast schedule–as seen through the lens of Emily, a grandma who’s a big NBA fan.
“We all know that person who can’t stand to miss a minute of a live event, and saw that as a way to demonstrate the revolutionary way that YouTube TV is changing that live experience to one that you control,” explained Keith Cartwright, chief creative officer of Cartwright. “We’re not just saying it’s so easy your grandmother could do it, we are showing through Emily how an individual can take control of how and when they watch live events with the same excitement and real-time thrills of the live moment.”
Launched during the NBA Finals, the work calls out the many benefits of the YouTube live television platform including real time highlights, game alerts, and seamless TV experiences. The versatility of the platform is revealed through Emily’s personal game watching experience and the lengths she previously had to go to in order to watch every minute so as not to miss a big play.
The advertising shows how, before YouTube TV, Emily had to resort to evasive maneuvers to watch the NBA Finals, including locking herself in the bathroom while her friends gathered to celebrate her birthday. But with YouTube TV, if she misses a quarter because she has to blow out the birthday candles, she can catch up to the live with Key Plays, a feature that shows highlights of the game action she missed before continuing to watch live.
Directed by Fredrik Bond of MJZ, this “Emily NBA Finals” spot is airing on the NBA Finals, on network TV and digital platforms.
CreditsClient YouTube TV/Google Susan Wojcicki, CEO, YouTube; Lorraine Twohill, SVP, global marketing, Google; Danielle Tiedt, VP, YouTube; Jodi Ropert, VP, YouTube Marketing; Barry Ames, director, YouTube Subscriptions Marketing, YouTube TV; Nicola Young, Laura McNair, product marketing manager, YouTube TV; Christian Haas, executive creative director, YouTube Brand Creative Studio; Matt Ross, global head of creative strategy, YouTube Brand Creative; Michelle Crossman, account lead, YouTube Brand Creative Studio; Chloe Gettinger, creative strategist, YouTube Brand Creative Studio. Agency Cartwright Keith Cartwright, founder & chief creative officer; Beth Fuijiura, art director; Casey Hall, Brigg Bloomquist, copywriters; Paul Roberts, art director; Andrew Loevenguth, head of integrated production; Marie Massat, head of brand; John Graham, head of strategy. Production MJZ Fredrik Bond, director; David Zander, president; Kate Leahy, exec producer; Janet Nowased, head of production; Youree Henley, line producer; Roman Vasyanov, DP; Chelsea Oliver, production designer; Natasha Newman Thomas, costume designer. Editorial Rock Paper Scissors Haines Hall, editor; Shada Shariatzdeh, exec producer; Kevin Gotltieb, producer; Michael Shugarman, assistant editor. Color The Mill Paul Yacono, colorist; Denise Brown, sr. producer. Postproduction The Mill Anastasia von Rahl, managing director; Jennie Fischer, head of production; Derek Tekus, sr. producer; Francesca Moran, producer; Roxy Zuckerman, VFX lead; R. Edward Black, Michael Miller, compositors; Greg Rubner, animator. Audio Post Lime Studios Loren Silber, mixer; Topher Wright, assistant mixer; Susie Boyajan, exec producer. Music “Wonderful Woodland Racoon” Stephen Davies, composer.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More