Newton’s Laws are suspended in CaviarLA director Thorsten Herken’s 30-second exercise in levity, “Gravity,” for Mey lingerie company, airing exclusively in Germany out of Jung v. Matt, Hamburg, Germany. The transcendental spot features household objects gently floating through a stylishly adorned home, symbolically illustrating Mey push up bras’ gravity-defying properties.
“Gravity” opens on a bathroom mat slowly rising from its hardwood resting place. A melodic score takes us from other bathroom items afloat to a pair of high heels hovering in the bedroom, then into the kitchen, where pizza in the oven, tomatoes and peppers, and even an opened container floats gently. We cut to a wider shot of the living room where TV remotes, burning logs and phone receivers levitate inches from the ground.
A super appears over black, “Suspends the law of gravity,” and we cut back to a lingerie-clad beauty making her way through the room. Another super over black, “Push up from Mey,” appears and the spot concludes behind the woman looking out her window to a yard full of floating leaves.
“Gravity” was produced by Caviar, Los Angeles, and Berlin-based Salt. Angelika Esslinger exec produced for Salt with Sebastian Pfafenbichler serving as DP.
The agency team consisted of creative director Thim Wagner, copywriter Jo Marie Farwic and producer Lars Wiepking.
Editor was Steven Wilhelm of nhb, Berlin. Nhb also was the visual effects studio on the job.
FCB Stays Atop The One Club’s Year-End Global Creative Rankings
FCB ended the year repeating its top positions in The One Club for Creativity’s Global Creative Rankings, with FCB New York again crowned Global Agency of the Year and FCB Global finishing as Agency Network of the Year for 2024.
The annual worldwide benchmark report is a comprehensive ranking of agencies, brands, countries, and individuals based on points earned from winning entries in The One Club’s eight global, regional, and local awards shows: The One Show 2024, ADC 103rd Annual Awards, Type Directors Club TDC70 competition, Art Directors Club of Europe ADCE Awards 2024, ONE Asia Creative Awards 2024, and The One Club Denver, San Diego, and Miami chapter 2024 awards programs.
“The Global Creative Rankings is the industry’s most comprehensive and transparent ranking,” said Kevin Swanepoel, CEO, The One Club. “There are no secret weightings in calculating the rankings, and unlike others, it’s not hidden behind a paywall. As the industry’s foremost nonprofit organization for the global creative community, The One Club is in a unique position to provide this free, definitive measure for global creative excellence to everyone in the industry.”
Highlights of the Global Creative Rankings 2024 are below.
Global Agency Rankings
FCB New York
Rethink Toronto
McCann New York
TBWAMedia Arts Lab Los Angeles
Serviceplan Germany Munich
Dentsu Inc. Tokyo
FCB Chicago
Marcel Paris
VML New York
Ogilvy PR New York, Publicis Conseil Paris (tie)
Independent Agency Rankings
Rethink Toronto
Serviceplan Germany Munich
Wieden+Kennedy Portland
Brand-Side Agency... Read More