Wieden+Kennedy NY created this “Now It’s a Game” campaign for Thursday Night Football on FOX. The package includes an “anthem” piece as well as six individual key matchup spots–all directed by Craig Gillespie of MJZ (whose feature credits include the lauded I, Tonya).
Among the promos is “Diner” which introduces us to a waitress who explains to a customer why an NFL game–specifically this week 6 Thursday Night Football matchup pitting the Philadelphia Eagles against the New York Giants–is an important piece of must-see TV, an event to be savored and cherished.
Credits
Client FOX Sports/Thursday Night Football Agency Wieden+Kennedy New York Karl Lieberman, executive creative director; Gary Van Dzura, Laddie Peterson, creative directors; Matt Herman, Matt Mulvey, copywriters; Lawrence Melilli, art director; Nick Setounski, head of integrated production; Alison Hill, executive producer; Jacob Lincoln, producer. Production MJZ Craig Gillespie, director; Emma Wilcockson, exec producer; Deb Tietjen, line producer; Joost Van Gelder, DP. Editorial Spot Welders Haines Hall, Paul Sabater, editors; Dustin LaForce, Carolina Padilla, post producers. Finishing Bonfire Brendan O’Neil, conform. Color Company 3 Tom Poole, colorist; Alexandra Lubrano, producer. Audio Sound Lounge Tom Jucarone, mixer; Marshall Grupp, sound designer; Becca Falborn, sr. producer.
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.”
