Brent Harris of South Africa’s Egg Films directed “For The Love Of Sport,” Sky Sports’ epic new football ad, produced by Jon Ronbeck with Mapi Brambilla and Paolo Zaninello from Akita Film in Italy for agency Grey United in Milan.
When Roma’s Alessandro Florenzi goes down injured, the ad captures the way an entire country joins together to get him back in play. Look out for cameos from the likes of Juventus’ Daniele Rugani, AC Milan’s Alessio Romagnoli, Fiorentina’s Federico Chiesa and Italian legend Alessandro del Piero.
Grey United’s Christopher Jones and Serena Bruno conceptualized the ad, which was filmed just outside Milan in black and white by DP Justin Brown. Martin Leroy edited For The Love Of Sport at Whitehouse Post, with EDI extending the stadium in post and multiplying hundreds of extras into tens of thousands.
Client Sky Sports Agency Grey United, Milan, Italy Marta Di Girolamo, Carla Beltramini, producers; Christopher Jones, creative director; Serena Bruno, creative Production Akita Film, Milan, Italy, and Egg Films, Cape Town and Johannesburg, South Africa Brent Harris, director; Justin Brown, DP; Andrea Rosso, art director; Jon Ronbeck, producer (Egg/Skunk); Mapi Brambila, producer (Akita); Paolo Zaninello, exec producer (Akita). Editorial Whitehouse Post Martin Leroy, editor. Postproduction EDI, Milan. Color Cheat Tobias Tomkins, colorist.
Prudential, McCann NY, Director Chris Smith Launch “Beta Baby Bonus”
To mark Prudential’s 150th anniversary, McCann New York is kicking off the new year welcoming Generation Beta with “The Beta Baby Bonus,” offering every baby born in the U.S. on January 1st $150, which could potentially grow to $100,000 when they retire. The work is also launching with a new study, in partnership with McCann’s Truth Central, called “Generation Beta: Redefining Life, Longevity, and Retirement”.
The study found that people predict this new generation will have vastly different lives than today, with 86% of people believing Generation Beta will have jobs that haven’t even been invented yet. Generation Beta is also predicted to live longer than those before them, and the study reveals optimism about a healthcare revolution that will transform their lives--with half of adults believing that cancer will be cured by Generation Beta. Crucially, when it comes to retirement, people see the value of starting early. Eighty percent of prospective Generation Beta parents agree that in an ideal world, parents would start saving for their child’s retirement from birth. In fact, the No. 1 regret among current and prospective parents is that they “didn’t save more for my retirement.”
The campaign launches with this “Generations” film--directed by Chris Smith via production house SMUGGLER--which interviews Boomers, Gen X, Millennials and Gen Z on what defines their generation. With every generation known for something, Generation Beta has many unique advantages as it begins to take shape.
Shayne Millington, chief creative officer, McCann New York, said, “It’s not every day a new generation is born. So we needed to made the most of a once-in-a-generation event. We’re beyond proud to be able to launch... Read More