In this spot titled “Space,” an orbiting station is being hit hard by an asteroid storm and all astronauts aboard are urged to eject through the escape pod–but one of them refuses to leave behind his guitar amplifier. But once posted on mobile classifieds app letgo, the amplifier is immediately on its way to being bought by a Russian cosmonaut who comes knocking on the spacecraft door.
Craig Gillespie of MJZ directed these two latest commercials–including “Space”–in the “It’s Really Time to Let Go” campaign for CP+B, Miami.
We first launched mobile classifieds app letgo on U.S. TV last October and since the app has grown rapidly, with millions of downloads. I want to share the new follow-up campaign helmed by of-the-moment Hollywood director Craig Gillespie (Million Dollar Arm, Lars and the Real Girl) who also just premiered his blockbuster “The Finest Hour”. The spots, from CP+B Miami, use extreme situations to show how we are all irrationally tied to things we don’t need anymore, and how with letgo’s quick, streamlined mobile experience, users can easily post an item for sale in seconds.
Credits
Client letgo Agency CP+B Miami Gustavo Sarkis, executive creative director; Jeff Siegel, Alvaro Ramos, associate creative directors; Kate Hildebrant, VP/director of video production; Sarah Patterson, integrated producer; Marshall Mann, content supervisor; Cristina Flores, content manager. Production MJZ Craig Gillespie, director; Emma Wilcockson, exec producer; Jay Shapiro, producer; Susan Levin, production supervisor; Toby Irwin, DP. Editorial Spot Welders Haines Hall, editor; Oli Hecks, assistant editor; Carolina Sanborn, exec producer. Music JSM, New York Joel Simon, chief creative officer/composer; Seamus Kilmartin, composer. Sound Design Barking Owl, Los Angeles Michael Anastasi, sound designer. Audio Post Lime Studios, Santa Monica, Calif. Rohan Young, mixer; Susie Boyajan, exec producer. Post Company 3 Stefan Sonnenfeld, colorist. VFX Method Studios, LA Stephanie Gilgar, sr. executive producer; Michelle Machado, sr. producer; Ben Walsh, VFX supervisor; Ian Holland, colorist.
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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