The CESAR® dog food brand debuted its “First Day Friends” campaign created by BBDO San Francisco, showcasing the power of pets to reduce stress. This film directed by Daniel and Katina Mercadante–aka the Mercadantes–shows a lad feeling uneasy about having to go to a new school. Each year, more than 7 million kids change schools, which can be a harrowing, lonely experience.
However, the boy’s social anxiety is relieved when he is unexpectedly joined by his dog on the first day of school, which helps him to connect with other kids. Man’s best friend paves the way for him to make new friends.
CreditsClient CESAR Agency BBDO San Francisco David Lubars, chief creative officer, worldwide; Matt Miller, chief creative officer, San Francisco; Michael Cornell, Latasha Ewell, associate creative directors; Katie Burleson, art director; Alisha Pagano, copywriter; Lou Doherty, head of integrated production; Meredith Krull, group strategy director; Dalan McNabola, editor. Production Park Pictures The Mercadantes, directors. Color Company 3 Sophie Borup, sr. colorist. Audio One Union Recording Studios Joaby Deal, sound designer. Music Marmoset, principal composer.
Top Spot of the Week: iPhone 16, Director David Shane “Write Smarter” With Apple Intelligence
Created by Apple’s in-house agency and directed by David Shane of production company O Positive, this commercial is one of two which continues the Apple Intelligence campaign for the iPhone 16.
Apple Intelligence is the personal intelligence system that can make users look, feel and be smarter. In the case of this “Write smarter” ad, we meet an office worker who leverages Apple Intelligence on his iPhone 16 Pro to dramatically improve his barely literate email to one that is professional, concise and has a measure of eloquence--much to the surprise and amazement of his boss.
This slice of office life highlights the value of key Apple Intelligence upgrades, including Writing Tools which work wonders with the quality of how one communicates and connects with others.
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