New for the football season, Progressive Insurance and creative agency Arnold Worldwide are taking the football replay challenge into homes to help folks settle common household disagreements. The campaign uses the “funny because it’s true” insight that we all have moments in life we wish we could go back to and review to settle a disagreement. Towards that end, the campaign even uses a symbol that football fans will instantly recognize.
This first spot–“Life Jackets” directed by David Shane of O Positive–features a couple unloading a canoe from their car near a river, when they realized they left their life jackets at home. This, of course, leads to a game of “he said, she said.” With the throw of a challenge flag, a replay official appears to end the finger pointing and confirm who was correct once and for all.
Sean McBride, chief creative officer, Arnold Worldwide, said, “I think we can all agree that real life should have a challenge flag. Imagine how many squabbles we’d settle if we could just roll back the tape and confirm who did or didn’t say or do the thing in question. Our new campaign for Progressive for the football season is exactly the kind of work we most love making at Arnold–work born of a simple human truth and brought to life with world-class craft and keen attention to detail.”
Credits
Client Progressive Insurance Agency Arnold Worldwide Sean McBride, chief creative officer; Gregg Nelson, Michael Sullivan, SVPs/group creative directors; Tori Young, sr. copywriter; Danny Hughes, art director; Sean Vernaglia, SVP, executive producer; Catherine Sheehan, EVP, brand strategy director. Production O Positive David Shane, director; Charlie Sarroff, DP; Ralph Laucella, Marc Grill, exec producers; Jason Reda, line producer. Editorial Cosmo Street Editorial Aaron Langley, editor; Anne Lai, head of production
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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