By Millie Takaki
Though they made it to the Super Bowl last season, the Atlanta Falcons aren’t resting on their laurels. The Falcons haven’t lost their appetite for winning—or for groceries. The latter is most important to Ingles Markets, which operates some 200 stores in the Southeast and has been the official grocer of the Falcons since ’98.
This spot tying the Falcons to the Ingles chain begins with a rush of techno music and a simple supered message that reads: "Ingles salutes the 1999 Atlanta Falcons." The :30 then cuts to game footage of Falcons players, the first being a runner darting through a thicket of defensive players. Cradled under his arm, in the place of a football, is a bunch of bananas. Next, a two-liter bottle of lemon-lime soda spirals through the air and is caught for a touchdown by a wide receiver. Then a rotisserie chicken is kicked for a field goal. A lineman dives on a fumbled watermelon. A quarterback throws a pineapple to his favorite wide-out. And a Falcon, hoisted triumphantly on the shoulders of a teammate, celebrates as he wildly twirls a bag of oranges.
A parting super then explains: "They’re still hungry."
The commercial was conceived by a team from Asheville, N.C. agency The Alpha Group: creative director/copywriter Brad Campbell; associate creative director/art director Martha Dugger; and executive producer Jane Cashin.
Director Billy DeMarco headed a visual effects team from Haven Multimedia, Charlotte, N.C., that worked with actual NFL footage to create the illusion that the Falcons were playing football with groceries. To accomplish this, 3-D models of each food item were created and then animated to follow the motion and perspective of the live-action footage. The movement and lighting for each model mimicked the game’s environment. Rotoscoping was deployed to place the animation into the footage, frame by frame.
"For this spot to work, it was important that the animation look real," said Dugger. "Each model had to realistically blend with the existing film."
Joe Murray of Post Central, Charlotte, served as Smoke editor. Music composer was Michael McGinnis of Fred Story Productions, Charlotte.
"They’re Still Hungry" began airing last month in the Atlanta market. The spot is also being shown during home games on the large scoreboard screen in the Georgia Dome.
Jury Presidents Named For The One Show 2025
The One Club for Creativity has announced the global creatives from around the world who will serve as jury presidents for The One Show 2025.
These creatives will lead judging for each discipline, and have a vote on the work.
Confirmed One Show 2025 Jury presidents, by discipline, are as follows:
--Brand-Side/In-House: David Lee, CCO, Squarespace, New York
--Branded Entertainment: Malcolm Poynton, Global CCO, Cheil Worldwide, London
--Creative Use of Data, Creative Use of Technology: Nancy Crimi-Lamanna, CCO, FCB Canada, Toronto
--Cultural Driver: Bianca Guimaraes, partner, ECD, Mischief, New York
--Design: Liza Enebeis, creative director, partner, Studio Dumbar/DEPT®, Rotterdam
--Direct Marketing: Vicki Maguire, CCO, Havas London
--Film & Video: Javier Campopiano, global CCO, McCann Worldgroup & McCann Global, Madrid
--Gaming: Taj Reid, global chief experience officer, US CCO, Edelman, New York
--Integrated, Experiential & Immersive: Chris Beresford-Hill, worldwide CCO, BBDO New York
--Fusion Pencil: Walter T. Geer III, CCO, Innovation North America, VML, New York
--Green Pencil: Barbara Humphries, ECD, The Monkeys, Sydney
--Health & Wellness, Pharma: Wendy Lund, chief client officer, WPP, New York
--IP & Product Design: Ronald Ng, global CCO, MRM, New York
--Moving Image Craft & Production: Irene Kugelmann, chief creative officer, DDB Group of Companies Germany, Berlin
--Music & Sound Craft: Joel Simon, CCO, JSM Music, New York
--Out of Home, Print & Promotional: Kainaz Karmakar, CCO, Ogilvy India, Mumbai
--Public Relations: Patricia Ávila, regional director for Latin America, Ágora, São Paulo
--Radio... Read More