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    The Best Work You May Never See: M&C Saatchi London, Director Tom Kuntz Get On Board With Eleanor For LNER Commute

    By SHOOTUpdated:No Comments4242 Views

    LNER, the U.K. rail company, has unveiled a campaign featuring its first ever brand character, Eleanor. Called “Freedom all the way,” the campaign has as its centerpiece a :60 spot starring Eleanor, a puppet that captures the joy customers experience when traveling via LNER. We see Eleanor enthusiastically making her way through the carriage, in awe of what’s possible on an LNER train, whether that’s watching a film, catching up with friends, getting stuff done, or just relaxing. At the end, she takes her seat and receives a warm welcome from a member of LNER’s on board crew.

    Tom Kuntz of production house MJZ directed the spot for M&C Saatchi London. The creative idea was inspired by Fatboy Slim’s track “Weapon of Choice” and its iconic video starring Christopher Walken. The track was selected as the perfect vehicle to describe all of the things you can do on a LNER train, evoking the freedom offered by the journey.

    Matt Lee, executive creative director at  M&C Saatchi, said, “How do you demonstrate the freedom you experience on board an LNER train? By having a puppet called Eleanor dance through the aisles to Fatboy Slim’s ‘Weapon of Choice,’ obviously.

    “We’re delighted to launch this new campaign, featuring a show-stopping performance from Eleanor, who simply points out all the things you can do on an LNER train. A bit of lunch? A good book? A movie? Daydreaming? Time to yourself? Who wouldn’t go for that?” 

    Credits

    Client LNER Agency/Above-the-Line Creative M&C Saatchi London Matt Lee, executive creative director; Sam Turk, sr. copywriter; Paul Robbins, sr. art director; Rachel (Chops) Amess, head of production; Kevin Earland, program director; Matt O’Neil, assistant producer. Below-the-Line Creative Merkle UK  Guy Howland, sr. creative director; Jennifer McEnhill, head of creative delivery; Louise Dunne, sr. copywriter; Nyig Tin, design director; Yuka Negoro, sr. designer; Kyle Taylor, digital designer; Harry Strut, DCO designer; Steve Drew, Polly Barker, copywriters; Sade Boyce, creative producer. Production Company MJZ Tom Kuntz, director; Matthew Libatique, DP. Editorial Whitehouse Post Russell Icke, editor. Postproduction Magic Numbers Ryan Hancocks, post producer; Bevis Jones, VFX supervisor. Color Company 3 Mathieu Toullet, colorist. Audio Clearcut Sound Ed de Lacy, sound designer. Music Supervision: DLMDD

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Screenwork Type:Best Work
    Video Tags:M&C Saatchi LondonMJZTom Kuntz



    The Docter Twins Direct Part 2 Of FactSets’ “Not Just The Facts” Comedy Campaign From VSA Partners

    Thursday, November 21, 2024

    FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.

    The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.

    The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.

    The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.

    This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.

    The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More

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