CP+B in Boulder, Colo., created this “Coaches vs. Cancer: Hardwood Heroes” campaign tied into the NCAA basketball championship March Madness for automotive client Infiniti. Centerpiece of the campaign is an eight-part mini-documentary focusing on two basketball teams consisting of cancer survivors who will play a live game during Final Four weekend. The game will be broadcast on CBS during the NCAA semifinals.
Guiding the teams are two former NCAA basketball coaches, Tom Pender and Jim Harrick.
Here is the intro video to the campaign directed by Richard Bullock of Hungry Man.
More than 70 million March Madness brackets are filled out every year in hopes of taking home a big payday. But this year, Infiniti created a bracket that actually gives back. For each round of the NCAA tournament, every winning pick selected at www.cbssports.com/infiniti generates a donation for the Coaches vs. Cancer charity.
Credits
Client Infiniti Motor Company Ltd. Agency CP+B, Boulder, Colo. Ralph Watson, VP/chief creative officer; Michael Raso, VP/executive creative director; Shannon Gibney, associate creative director/art director; Ryan Contillo, sr. copywriter; Kate Hildebrant, VP/director of video production; Aymi Beltramo, VP/executive integrated producer; Jackie Maloney, integrated producer; Chelsea Lines, content manager; John Frazier, John Heathfield, director of product strategy. Production Hungry Man Richard Bullock, director; Leora Backer Mohr, 1st assistant director; Kevin Byrne, Dan Duffy, Mino Jarjoura, Nancy Hacohen, exec producers; Josh Rothfield, producer; Alex Biotopoulos, production supervisor; Shane Kelly, DP. Editorial Plus Productions, Boulder, Colo. Nick Lofting, editor; Nick Rodriguez, assistant editor; Lennon Barnica, sr. producer. Postproduction Company 3 Stefan Sonnenfeld, sr. colorist; Rhubie Jovanov, telecine executive producer. Visual Effects Method Studios, Santa Monica, Calif. Kelly Bumbarger, lead compositor; Robert Owens, VFX exec producer; Paula Jimenez, VFX producer. Music JSM Music, NY Joel Simon, chief creative officer. Track: Uplifting Sparse Audio Post Lime Studios, Santa Monica Rohan Young, mixer; Susie Boyajan, exec producer; Ben Tomastik, mix engineer assistant.
Hellmann’s Super Bowl commercial “When Sally Met Hellmann’s” brings together Billy Crystal and Meg Ryan--35 years after the 1980s’ hit rom-com When Harry Met Sally, evoking timeless flavor and nostalgia with the iconic line: “I’ll have what she’s having.” Reprising their beloved roles of Harry and Sally, the duo hilariously recreates the film’s unforgettable scene in Katz’s Delicatessen, with a deliciously creamy twist, thanks to Hellmann’s mayonnaise.
The :30 commercial finds Sally sitting across from Harry, wearing his classic cable knit fisherman’s sweater, celebrating their anniversary over a traditional deli lunch. Sally is displeased with her turkey sandwich until she adds a generous squeeze of rich and creamy Hellmann’s mayonnaise that adds mind-blowing flavor so palpable that the rest of the patrons can’t help but notice. So much so, award-nominated actress and producer, Sydney Sweeney, takes notice, delivering the famous line, “I’ll Have What She’s Having.”
This is a :60 version of the spot which was created by agency VML and directed by Jake Szymanski. (The :30 is slated to run during the second quarter of the Super Bowl.)
