The latest round of “Business Card Chronicles” for American Express draws inspiration from a special place of the sourdough variety, punctuated with starter puns like Dough-Re-Me, Sir Rise-A-Lot and Dough Quixote. Directed by Brian Beletic of SMUGGLER for agency dentsuMB, this long-form spot, titled “The Dough,” introduces us to a baking entrepreneur who finds herself needing capital for an ever growing sourdough business (with American Express to the rescue).
“We wanted to show the unexpected hurdles small-business owners face in running day-to-day operations,” shared dentsuMB global executive creative director Julie Scelzo, who added that these stories (the other being centered on a pair of architects designing mini-homes) were inspired by two trends over the last year or so: the nationwide sourdough craze—and the desire to flee cities in search of nature.
Credits
Client American Express Agency dentsuMB Menno Kluin, chief creative officer; Julie Scelzo, global executive creative director; Christina Pitsinos, creative director; Gavin Zarin, sr. art director; Aaron Sheinberg, copywriter; Ed Zazzera, EVP integrated production; Katie West, sr. producer integrated production; Jerry Krenach, SVP, music production. Production SMUGGLER Brian Beletic, director; Sue Yeon Ahn, exec producer. Editorial/Post PS260 Maury Loeb, editor; Ashley Ingbretson, assistant editor; Evann Payne, sr. producer; Zarina Mak, managing partner; Margaret Yang, lead Flame artist; Carlos Morales, Jon Jovich, Flame artists; Anthony Augusta, Flame assistant; Natalie Raffaele, finishing producer; Patrick Lavin, GFX director; Golpar Jalali, GFX. VFX Parliament Music Consortium Seth Olinsky, composer. Audio Post Sonic Union Michael Marinelli, engineer. Color Company 3 Tim Masick, colorist. Voiceover Judah Friedlander
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More
