Tarsem directed via RadicalMedia this moving Toyota spot, titled “Upstream,” which centers on the journey of paralympian Jessica Long, a Team Toyota athlete.
Created by Saatchi & Saatchi in partnership with Dentsu, the :60, which broke during the Super Bowl telecast, features Long swimming through milestone scenes over the course of her life, starting with a depiction of the Russian orphanage from which she was adopted. The camera then cuts to her parents (played by actors) receiving the emotional call that they would be adopting a baby girl, but with the news that her legs would need to be amputated due to a rare condition. The scenes following show a young swimmer depicting Jessica, hands on hips ready to compete, knowing she’s different from other children, yet remaining resilient. The spot continues with Jessica competing in her quest to greatness, overcoming all obstacles as she becomes a Paralympic legend.
“Upstream” wraps with the supered message and voiceover, “We believe there is hope and strength in all of us.”
Credits
Client Toyota Agency Saatchi & Saatchi, Dentsu Jason Schragger, Keichi Higuchi, chief creative officers; Fabio Costa, executive creative director; Marc d’Avignon, group creative director; Yusong Zhang, Alice Blastorah, associate creative directors, art directors; Britt Wilen, associate creative director, copywriter; Rodrigo Vargas, executive producer; Stephanie Dziczek, sr. producer; Kristen Hosack, sr. music supervisor; Mark Turner, chief strategy officer. Production RadicalMedia Tarsem, director; Jim Bouvet, exec producer; Jeremy Barrett, line producer; Paul Meyers, DP. Production Services AFS Productions, Cape Town, South Africa, and Los Angeles Dale Kushner, Brin Kushner, exec producers. Editorial Final Cut Joe Guest, editor; Suzy Ramirez, exec producer; Ana Orrach, head of production/producer; Evan Bluestein, assistant editor. Telecine Company 3 Jill Bogdanowicz, colorist. VFX Framestore Alex Thomas, creative director; Katharine Buckley, VFX producer; James Razzall, president, advertising, North America; Emily Rawl, James Gemmell, coordinators; Marguerite Cargill, Carlos A. Gomez, Theo Maniatis, Flame artists; JD Yepes, 2D lead; Alexander Osvaldsson, Paul Krist, Michael Miller, Eva Flodstrom, Belinda Chen, Piotr Bednarczyk, 2D artists; Andrew Thompson, Cosku Ozdemir, Kevin Gillen, Kira Yu, Marco Marenghi, Richard Shallcross, Sean Dollins, Soren Barton, Taylor Hodgson-Scott, Todd Herman, Walter Fulbright, CG artists. Music The Elements Music, Santa Monica, Calif. Norman Kim, composer; Kristina Iwankiw, executive music producer. Sound Design LSD, Santa Monica, Calif. Michael Anastasi, sound designer; Kai Paquin, assistant sound designer; Susie Boyajan, exec producer; Kayla Phungglan, sr. producer. Audio Post Lime Studios, Santa Monica, Calif. Matt Miller, mixer; Ian Connie, assistant mix engineer; Susie Boyajan, exec producer; Kayla Phungglan, sr. 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
