Diageo is promoting its new Green Tea beverage with “Green Tea Partay,” a video that extends the campaign that began with last year’s Tea Partay video that has been viewed almost four million times on YouTube. The new video, a West coast version of the first rap video with a New England theme, creates a coast to coast rivalry that is generated by this video, which also parodies traditional rap videos.
Credits
Agency: JWT Ty Montague, Chief Creative Officer; Andrew Clarke, Executive Creative Director; Jeremy Postaer, Creative Director; Chris Maiorini, Creative Director, Copywriter; Scott Bell, Copywriter; Jill Rothman, Director of Production; Joel Jeffords, Producer; Debbie Gleason, Production Manager Production Company: Rockhard Films Marc Klasfeld, Director; Barry Norwood, DP; Lorraine Klaus, Executive Producer; Amanda Fox, Head of Production Postproduction: Company 3 Dave Hussey, Telecine Visual Effects: Skully FX Music: Cashmere Agency Ted Chung, Producer
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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