David Shane of O Positive directed three spots as part of this “None Of This Makes Sense” integrated campaign for low calorie health beverage Bai out of agency Barton F. Graf.
The ad shop’s strategy taps into the irony that Bai is loaded with antioxidants and has only five calories–yet somehow still tastes great. The campaign drives home the point that none of this makes sense, brought to you by people in situations that also make no sense. This is particularly evident in the commercial titled “El Guapo” featuring a man who’s a Latin pop superstar despite being totally unqualified for that role.
CreditsClient Bai Agency Barton F. Graf Gerry Graf, chief creative officer; Laura Janness, chief strategy officer; Ian Reichenthal, executive creative director; Nick Kaplan, Amanda Clelland, creative directors; Brandon Solis,l digital strategist; Richard Langhorne, copywriter; Zack Madrigal, art director; Josh Morse, head of integrated production; Brad Powell, Amanda Revere, executive producers. Production O Positive David Shane, director; Ralph Laucella, Marc Grill, exec producers; Ken Licata, Kate Sutherland, producers; Joe Zizzo, DP. Editorial MackCut Erik Larol, editor; Brendan Hogan, assistant editor; Sabina Elease Utley, editorial producer; Sasha Hirschfeld, exec producer. Music Butter Andrew Sherman, composer; Ian Jeffreys, exec producer. Post Company 3 Tim Masick, colorist. Audio Post Heard City Eric Warzecha, engineer.
The Best Work You May Never See: Director Martin Werner Takes A Roller Coaster Ride To The Airport Via Flytoget
To illustrate that Flytoget is the fastest way from town to Oslo Airport, this spot for the express train turns its route into a roller coaster, with one family feeling the full impact of speed on their way to a vacation.
Directed by Martin Werner, produced by production house Bacon (Copenhagen, Oslo, Stockholm) and made with Oslo agency Try, the film is a wonderfully absurd take on the simple value proposition of getting to the airport quickly.
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