Graydon Sheppard of Soft Citizen directed this social media video which shows a would-be sales person at a department store being “helpful” to a customer, taking the pretty clothes she’s gathered and directing her to a dressing room. However, upon opening the door, the female store employee pushes the woman outside–it turns out the door leads to a backstreet and locks automatically, leaving the customer stranded–the only consolation being that she has company as two other customers are sitting on the curb.
“Change Room” is one of two online videos helmed by Sheppard for agency john st, Toronto; the campaign encourages women to “let your shopper out” when they go to Dixie Outlet Mall in Mississauga Ontario.
Nicole Camara, marketing director for Dixie Outlet Mall, said, “We have over 100 brand name outlets that offer deeply discounted prices. So this campaign is about letting women know about who we are and what we offer. But we also want to let them know that when they come visit, they’re going to be going into battle with some pretty competitive shoppers.”
Stephen Jurisic, executive creative director at john st., observed, “Shopping is a sport as any woman will tell you, and like any sport, it’s about technique, determination, and stamina. And sometimes, it’s also about a well-placed elbow.”
The videos will be promoted through social media channels and shared over the next month on the Dixie Facebook page.
DGA Spot Nominees: Lance Acord, Kim Gehrig, Tim Heidecker & Eric Wareheim, Andreas Nilsson, Ivan Zacharias
This year’s field of nominees for the Directors Guild of America (DGA) Award recognizing Outstanding Directorial Achievement in Commercials consists of a filmmaker who’s won the honor each of the last two years, another past winner, a five-time nominee, a helmer who’s just picked up his second career nod, and a duo garnering their very first Guild nomination. The latter is the directorial team of Tim Heidecker & Eric Wareheim of production house PRETTYBIRD. The director now going for her third consecutive DGA Award win is Kim Gehrig of Somesuch. The other past winner is Andreas Nilsson of Biscuit Filmworks. Nilsson won the honor in 2016 and now has three career nominations. Lance Acord of Park Pictures just earned his fifth career DGA Award nomination in the commercials category--his four prior nods coming in 2004, 2012, 2013 and 2017. And scoring his second career DGA nod is Ivan Zacharias of SMUGGLER who was previously nominated in 2023. The work Gehrig earned her third straight nomination on the strength of three entries: SiriusXM’s “A Life in Sound” for agency Uncommon; Nike’s “Am I A Bad Person?” for Wieden+Kennedy, and the Apple client-direct spot titled “Find Your Friends.” Nilsson’s latest nomination came for Hennessy’s “Board Game” out of Wieden+Kennedy London; Andrex’s “First Office Poo” for FCB London; the client-direct Apple spot “One More”; and Virgin Media’s “Whizzer” for VCCP London. Acord’s fifth career nod is for Volkswagen’s “An American Love Story” out of agency Johannes Leonardo. Zacharias’ second career nomination is for Apple’s “Flock” out of TBWAMedia Arts Lab. And the duo of Tim Heidecker and Eric Wareheim nabbed their first... Read More