TD Ameritrade looked to recreate the most iconic training montages from the Rocky movie franchise but with a new hero and coach. Jim and an aspiring investor, who is already confident but wants to get better. Deploying the iconic “Gonna Fly Now” Rocky soundtrack, we see the investor trainee get stronger and smarter before our eyes–dovetailing nicely with TD Ameritrade’s new “Where Smart Investors Get Smarter” campaign created in partnership with Havas New York.
Harry Bernstein, Havas NY chief creative officer, said, “It started with a simple insight: knowledgeable hungry investors can go to TDA (TD Ameritrade) to become smarter. So we brought this insight to life, in the literal sense, by tapping into nostalgia and the successful hungry trope of one of the most powerful and unforgettable training montages from the Rocky franchise. Fueled by iconic music and imagery, we showed what this smarter training looked like from the inside of a trader’s mind. We even had Rocky star Ivan Drago—Dolph Lundgren, who has a 160 IQ—make a guest appearance, further fueling and blurring the lines of reality and daydream.”
Titled “Training Montage,” the spot was directed by Brian Aldrich of production company Furlined.
CreditsClient TD Ameritrade Agency Havas New York Harry Bee, chief creative officer; Israel Garber, global executive creative director; Peter Gosselin, executive creative director; Jay Hunt, group creative director; Kevin Kearse, Akos Papp, creative directors; Chandler Bullock, copywriter; Allyn Scherr, art director; Tim Maleeny, president, chief strategy officer; Elaine Purcell, co-head of strategic planning; Jim Howell, strategy director; Cathy Pitegoff, head of production; Arlene Steinwald, executive broadcast producer; Victoria Lepham, jr. producer. Production Furlined Brian Aldrich, director; Jay Wakefield, exec producer; Jason Gilbert, line producer; Corey Walter, DP. Editorial Arcade Will Hasell, editor; Andrew Cravotta, post producer. Postproduction The Mill Mikey Rossiter, colorist; Luis Martin, sr. post producer; Kieran Hanrahan, lead Flame artist. Audio Post Sound Lounge Rob DiFondi, audio engineer; Lauren Mullen, producer. Music "Gonna Fly Now," from "Rocky" franchise
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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