Welcome to the future neighborhood. To the tune of the famed Mr. Rogers’ anthem “It’s a Beautiful Day in the Neighborhood,” we see a succession of people seemingly oblivious to the elements. A couple pushes a baby stroller along the sidewalk in the face of a powerful wind storm. Next, we see campers enjoying the great outdoors with a bonfire next to their tent–while the countryside behind them is ablaze, almost fully engulfed in flames. And finally we see a flooded neighborhood in which we see a man, waist deep in water, washing his car which itself is about two-third submerged.
A supered message reads, “Ignoring global warming won’t make it go away “
Credits
Agency: DraftFCB | Chicago Robin Heisey, executive VP/creative director; Joe Piccolo, VP/group creative director/art director; Chris Taciuk, associate creative director/copywriter; Judy Hamilton, co-head of production Production Company: Untitled, Toronto Chris Sargent, director/DP; Peter Davis, executive producer; Tom Evelyn, producer. Editorial: AXYZ, Toronto Pete McAuley, editor
Visual Effects: AXYZ, Toronto Dave Giles, Joel Saunders, Inferno artists Sound Design: RMW Music Mark Hukezlie, arranger; Vlad Nikolic, sound designer; Ted Rosnick, producer.
Screenwork Type:Best Work
Quality Experience, Director Aube Perrie, The Mill NY Work Out The Future of Fitness For Tonal
Tonal, the strength training system combining revolutionary digital weight technology with personalized, AI-powered coaching, has introduced its new brand platform, “Power Progress,” and advertising campaign developed in partnership with Quality Experience (QX), the creative independent agency founded by Ari Weiss.
Directed by Aube Perrie of Pulse Films (UKMVA Director of the Year 2023 & 2024, UKMVA Best New Director 2021 and Webby’s Best Music Video 2022) with visual effects from The Mill NY, this brand film contrasts how the heavy chains of the past still shape how we work out today, with Tonal representing the future of fitness.
In addition to the brand film, the campaign includes cutdowns ranging from 90 seconds to 15 seconds, with even the shortest spot clearly connecting the old and the new. French director Perrie’s body of work includes music videos for Harry Styles, Megan Thee Stallion, and RM’s “LOST!”
“Sports marketing has had a long history of breakthrough advertising,” said QX creative chairman Weiss. “We wanted to launch with an idea as disruptive as the product itself. Not an easy bar to live up to. Like any great idea the insight is dead simple but the execution is unexpected and riveting. Great sports marketing doesn’t happen without great sports marketers and the team at Tonal shared our ambition to make the marketing as disruptive as the product.”
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