What are Brian Urlacher, middle linebacker for the Chicago Bears, and David Ortiz, designated hitter for the Boston Red Sox, doing playing badminton? They’re starring in an ad for Glaceau Vitaminwater that is running on TV and online.
“Badminton,” from WPP Group’s Berlin Cameron United/New York and directed by Justin Reardon of bicoastal Anonymous Content, is an uproarious :45 that features Urlacher and Ortiz playing against two Asian champions, “two giants of the game facing two giants.”
“The idea was based on people doing things they wouldn’t normally do because they’re drinking Vitaminwater,” said Reardon. “Badminton is played on a small court with small players, but Urlacher is six-foot-four, 258 pounds, and Ortiz is about the same size. Two huge guys playing badminton was a nice juxtaposition.”
The ad was shot in Fort Myers, FL, in April, a location that was chosen because it was close to where Ortiz was located during spring training. “We had to ship in Asians from Miami and Orlando because there weren’t any in Fort Myers,” Reardon said. They were shipped in because the spot was supposed to take place in Hong Kong, where a Chinese audience cheered on. The Chinese players were actual U.S. champions. “We wanted the opponents to look like they knew what they were doing, so we surrounded ourselves with the real thing,” Reardon said.
Digital betacams were used, “the kind that cover sporting events,” Reardon said. “We covered it with a couple of cameras at once to shoot both sides for a seamless cut to continuous action.”
The spot features game footage with slam shots highlighted by a dive made by Urlacher to complete a shot. “We set up a huge mat for him and he was game to do it,” Reardon said, noting that professional athletes usually avoid dangerous shots. “The shot makes the spot,” Reardon said. “It was great.” The spot ends with the shuttlecock lodged in a Chinese player’s leg, confirming victory for the American sports stars.
The spot runs at www.glaceau.com (click on vitaminwater and vitamintv).
Director Hans Emanuel Joins Caviar For Commercials and Music Videos
Production company Caviar has signed director Hans Emanuel for U.S. commercial and music video representation. The film and advertising director fuses his keen--and Berlinale Film Festival Award-winning--eye for cinematic storytelling with a commercial background across multiple genres including beauty, automotive, dance, and visual effects-heavy projects, to produce creative for clients like Kia, Nivea, Nissan, L’Oreal, BMW and more.
Caviar executive producer Salim El Arja noted, “Hans has a unique ability to blend stunning visuals with heart and humor, rooted in his confidence as a craftsman. This allows him to focus on drawing exceptional performances from actors--including celebrities--and crafting films that are not only visually striking but also deeply engaging and often hilariously comedic. His sensibilities align perfectly with Caviar’s vision, and we’re excited to collaborate with him on work that pushes creative boundaries.”
Emanuel added, “Caviar is a renowned name, certainly since I began my career. They have a solid reputation for quality work, and I’ve always respected them as a company. Life is about where destiny makes you flow with the people you need; thanks to a series of projects, I was introduced to Florence Jacob with Caviar Paris first, and the rest is history. I feel they can support my career growth with their comedic expertise and filmmaking prowess.”
Prior to joining Caviar, Emanuel had been repped by production house Stadium. He was born and raised in Santa Monica, Calif., to a Mexican-German mother, benefiting from a culturally diversified upbringing that carried through his education interests. Knowing he wanted to be a filmmaker from the start, he began his career in the luxury and beauty field,... Read More