Thinkbox, the marketing body for TV advertising in the U.K., is back with this tongue-in-cheek spot, “Happily Ever After,” from agency Mother London, directed by Jonny & Will from Blinkink.
The piece introduces us to Michael Goose, a passionate and devoted lawyer, and his struggle to build his business, which deals exclusively with nursery rhyme-related injustices. Despite his best efforts, the first few years were tough. But after securing a lucrative pay out for Jack and Jill (citing a public right of way and water-fetching bylaw), Michael re-invested the profits in a TV ad for his firm. That’s when everything changed. Overnight, Happily Ever After Law Associates became an institution. It wasn’t long before every blind mouse, eloping spoon, and popped weasel was beating down Michael’s door for legal representation. Cases featured in the new ad include Incy Wincy’s sudden and soaking eviction notice and Mrs Dumpty’s lawsuit for gross “eggligence.”
The ad dramatizes a common story for many businesses: to go to the next stage of growth and scale up, they turn to TV advertising to drive new, widespread demand. With its ability to reach vast audiences, grab attention, engender trust, forge emotional connections, and make brands famous, TV helps brands jump over the moon.
James Lucking, creative at Mother, said, “The hardest part of working on this campaign was being brought face- to-face with the startling amount of injustice, malpractice and negligence which is so abundant in the world of nursery rhymes. We simply knew we had to do something about it. Fortunately, Thinkbox believe in ideas and care about the craft to tell this story. And Blinkink are the perfect partners to deliver on something this bonkers.”
Credits
Client Thinkbox Agency Mother London Mother, creative & strategy. Production Blinkink Jonny & Will, directors; Josef Byrne, exec producer; Cindy Burnay, producer; Will Bex, DP; Jonny Sabbagh, Will Harper, Tim cherry-Jones, puppeteers; Joe Withers, art department. Cast Matt Green, Ellie Nunn. Editorial TenThree Nick Armstrong, editor; Rachel Goodger, edit producer. VFX/Postproduction No.8 Jim Allen, VFX supervisor; Alex Gregory, colorist; Glen Percival, postproduction sr. producer; Helen Castelow, illustration; David Khosravani, After Effects animator. Audio No.8 Sam Robson, sound engineer/sound design. Music Supervision Will Harper, Tristan Williams. Media Agency MediaCom
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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