To promote curbside service in this age of the pandemic, The Martin Agency teamed with director Max Malkin of PRETTYBIRD on this ode to curbs.
The Martin Agency was drawn to Malkin’s talents, in this case the ability to bring an inanimate object to life–in this case, the often overlooked curb which is now having its moment. These rounded cement protuberances are more popular than ever–if business is happening, it’s happening curbside. So it’s time to celebrate the curb with this Malkin-directed spot aptly titled “Curbs.”
With contactless CarMax Curbside, customers can shop online, then complete the purchase with a socially distanced curbside pickup at CarMax or opt to have the vehicle delivered right to your own curb.
Also as part of the campaign, The Martin Agency has turned out social media videos in which CarMax highlights the ways we can “get out without getting out”–from neighborhood “safaris” to drive-in weddings.
Credits
Client CarMax Agency The Martin Agency, Richmond, Va. Jerry Hoak, executive creative director; Anne Marie Hite, group creative director; Lindsey King, creative director; Dustin Dodd, art director; Graham Unterberger, copywriter; Tasha Dean, SVP, head of integrated production; Tricia Hoover, executive producer; Lauren Galanides, producer; Cecelia Parrish, strategy director; Stuart Good, strategy planner. Production PRETTYBIRD Max Malkin, director; Ali Brown, president; Tracy Hauser, director of production; Matt Wersinger, producer. Editorial Friendshop! Ben Suenaga, partner/lead editor; David Bryen, assistant editor; Melissa Mapes, managing director; Adam Roe, sr. producer. Postproduction Superjoy Peter Charles, sr. Flame artist; Marissa Walker, Flame assistant; Katherine Leatherwood, sr. post producer; Brian Creech, head of production. Audio Post Rainmaker Isaac Whalen, producer; Jeff McManus, engineer/mixer. Color Company 3, NY Sofie Borup, colorist; Alexandra Lubrano, producer. Music Halo Music & Sound Peter Gannon, exec producer.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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