Dream sequence of a man inspired to go running in his sleep by his love of his running shoes. The tone of this sleepy adventure is set by the song “Hello World” by Squeaky Clean ft. Karen O. The song is lullaby-like at first, but then becomes more energetic yet still dreamlike. A man wakes up, sits up in bed and swings his legs over the side of the bed. His shoes tumble out from under his bed and lace themselves on his feet. As he stands up and walks across his room, a door that opens to blackness appears. He jumps out of the door into the blackness. The blackness organizes itself into a street scene as he runs along it. As a truck gains on him, he jumps through the blackness where a forest scene forms. He runs through the forest scene chased by a bear and jumps again through the blackness, landing on a sidewalk. He lies on his back on the sidewalk and a new sidewalk forms below his feet. He climbs through a hole in the sidewalk which leads to his bedroom wall, which he walks down to his bed. The commercial ends with the words “The world’s most intelligent shoe. Impossible is nothing.” The final screen is the Adidas symbol.
Agency: TBWA/Chiat/Day, Inc Lee Clow, chairman/chief creative officer worldwide/executive creative director; Chuck McBride, creative director/North America/executive creative director/copywriter; Joe Kayser, creative director/art director; Jennifer Golub, executive producer. Production Company: MJZ Spike Jonze, director; Ellen Kuras, DP; David Zander, executive producer; Vincent Landay, executive producer/producer. Shot at LA Center Studios, Los Angeles. Editorial: Spot Welders Inc. Haines Hall, editor; Ted Felter, assistant editor; Konda Mason, post production supervisor; David Glean, executive producer. Postproduction: Company 3 Los Angeles Stefan Sonnenfeld, colorist; Missy Papageorge, producer. Visual Effects: Sea Level Visual Effects Ben Gibbs, visual effects supervisor; Brian Buongiorno, lead Inferno artist; Christel Hazard, 2-D artist; Steffen Schubert, CG artist; Amy Russo, visual effects producer; Celest Gilbert, executive producer. Music: Squeak E. Clean Sam Spieg
Erich & Kallman, Directors Matias & Mathias Get Into The Super Bowl Ad Flow For Reese’s Chocolate Lava Big Cup
In this Super Bowl :30 for Reese’s Chocolate Lava Big Cup--directed by Matias & Mathias of Epoch Films for agency Erich & Kallman--a concerned park ranger reports live from the site of an active volcano where Reese’s fans are going to extreme lengths to get their hands and taste buds on the lava flow.
As passion builds, a team of park rangers rein in the mayhem--saving grandma from scootering into the hot flowing molten lava--and try to clear up the confusion: “Don‘t eat lava. Eat ooey-gooey Chocolate Lava.”
“There’s nothing better than seeing our fans go wild over new flavor additions to the classic Reese’s chocolate and peanut butter combo,” said Ryan Riess, VP of brand strategy and creative development, The Hershey Company. “The Big Game is the perfect stage to showcase our fan’s energy – whether that be from the top of a volcano or on the couch during football Sunday.”
In a joint statement, directors Matias & Mathias said of the “Don’t Eat Lava” spot, “Although the characters’ obsession with Reese’s Chocolate Lava Big Cups is completely realistic and very easy to identify with, our favorite part of this project was seeing all the talented people we got to work with become obsessed with making the lava flows of our dreams become a reality.”
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