Actor, producer and director (Pitch Perfect 2) Elizabeth Banks of harvest films helmed this spot for Tommy John to promote its new women’s underwear collection. Part of the “Little Adjustments” campaign from agency Preacher, the :60 through a series of humorous vignettes presents women struggling with the uncomfortable effects of their inferior underwear. In the end, the message is clear–women can “Overcome the Uncomfortable” with Tommy John.
“I loved this campaign from the beginning,” said Banks. “The underwear issues showcased in each scene is something we, as women, have all had to deal with in some shape or form. I wanted to capture that collective sense of empathy throughout the film while still making each scenario as funny and compelling as possible.”
CreditsClient Tommy John Agency Preacher Rob Baird, chief creative officer; Seth Gaffney, chief strategy officer; Jimmie Blount, art director; Joe Hartley, copywriter; Anna McCaleb, Nate James, designers; Marika Wiggan, strategy director; Stacey Higgins, executive producer; Rachel Kichler, producer. Production harvest films Elizabeth Banks, director; Bonnie Goldfarb, exec producer; Niko Whelan, head of production; Tim Suhrstedt; Leslie Owen, line producer. Casting asg casting Arlene Schuster-Goss. Editorial Cut+Run Joel Miller, editor; Nick Kondylas, assistant editor; Bebe Baldwin, exec producer; Cecilia Melton, producer. Music Marmoset Music Mix TBD Post Dusty Albertz, mixer. Finish Finland Finish Blaire Woodall, online producer; Nick Smith, online artist. Color Ntropic Marshall Plante, colorist.
Top Spot of the Week: iPhone 16, Director David Shane “Write Smarter” With Apple Intelligence
Created by Apple’s in-house agency and directed by David Shane of production company O Positive, this commercial is one of two which continues the Apple Intelligence campaign for the iPhone 16.
Apple Intelligence is the personal intelligence system that can make users look, feel and be smarter. In the case of this “Write smarter” ad, we meet an office worker who leverages Apple Intelligence on his iPhone 16 Pro to dramatically improve his barely literate email to one that is professional, concise and has a measure of eloquence--much to the surprise and amazement of his boss.
This slice of office life highlights the value of key Apple Intelligence upgrades, including Writing Tools which work wonders with the quality of how one communicates and connects with others.
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