In some respects, it feels like we’ve been thrust into a Norman Rockwell painting on the 4th of July. We are in broad daylight with people carrying lawn chairs and picnic baskets, kids pulling a red wagon, all congregating around a field. What appears odd is that many of the people are carrying bowls of varied sizes.
We see a farmer pull a potato from the ground while in the midst of the giant potato field surrounded by the congregants. Suddenly, though, it’s as if he’s in a minefield as potato after potato explodes from the ground, launching skyward like rockets, leaving behind a trail of smoke.
The potatoes explode high in the sky, raining down in the form of potato chips. So that’s why those folks are holding bowls. These festive fireworks are happening in the light of day–no need to wait until nightfall to enjoy the show.
A parting tag in which a potato turns into chips and then into the Lay’s logo is accompanied by a voiceover which reads, “Just potatoes, all natural oil and a dash of salt.”
“Fireworks” was directed by Mike Long of Suneeva, Toronto, for agency Juniper Park, Toronto.
The Juniper Park team included chief creative officers Terry Drummond, Alan Madill and Barry Quinn, copywriter Andy Linardatos, art director Hylton Mann and executive producer Janice Bisson.
The DP was Stephen Blackman.
Animation was done by The Mill, New York.
Editor was Griff Henderson of School, Toronto.
“One of Them Days” and “Mufasa: The Lion King” In Tight Race For Top Spot In Weekend Box Office
The Keke Palmer buddy comedy "One of Them Days" opened in first place on the North American box office charts on a particularly slow Martin Luther King Jr. holiday weekend.
The R-rated Sony release earned $11.6 million from 2,675 theaters, according to studio estimates Sunday, beating Disney's "Mufasa: The Lion King" by a hair. By the end of Monday's holiday, "Mufasa" will have the edge, however.
"One of Them Days" cost only $14 million to produce, which it is expected to earn by Monday. The very well-reviewed buddy comedy stars Palmer and SZA as friends and roommates scrambling to get money for rent before their landlord evicts them. Notably it's the first Black female-led theatrical comedy since "Girls Trip" came out in 2017 and it currently carries a stellar 96% rating on Rotten Tomatoes.
But the marketplace was also quite weak overall. The total box office for Friday, Saturday and Sunday will add up to less than $80 million, according to data from Comscore, making it one of the worst Martin Luther King Jr. holiday weekends since 1997.
"For an individual film like 'One of Them Days' this was a great weekend," said Paul Dergarabedian, the senior media analyst for Comscore. "You can still find success stories within what is overall a low grossing weekend for movie theaters."
The Walt Disney Co.'s "Mufasa" was close by in second place with $11.5 million from the weekend, its fifth playing in theaters. Globally, the Barry Jenkins-directed prequel has made $588 million. It even beat a brand-new offering, the Blumhouse horror "Wolf Man," which debuted in third place with $10.6 million from 3,354 North American theaters.
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