MTN Dew Rise Energy has rolled out the brand’s first-ever ad campaign, “The Morning Makes You,” featuring NBA superstar LeBron James.
The 60-second ad was directed by F. Gary Gray via RadicalMedia for TBWAChiatDay NY. Gray is known for films such as The Italian Job and Friday.
Rise Energy has 180 mg of caffeine, antioxidants, vitamins A and C, and fruit juice. With Citicoline and caffeine to boost mental clarity and Zinc for immune support, Rise Energy is designed to awaken ambition, seize the morning and the day.
The new "Morning Makes You" ad playfully imagines the life of LeBron James if he chose to snooze in the mornings, juxtaposing the alternate reality with the accomplished champion, father, businessman, and philanthropist James is today. The film incorporates footage from various aspects of his life, including The SpringHill Company’s groundbreaking HBO show “The Shop: Uninterrupted,” his mother Gloria helping students at the LeBron James Family Foundation’s I PROMISE School, the James family creating a new TikTok video, as well as NBA in-game footage. TBWAChiatDay NY also created a stylized CGI map of LeBron’s hometown of Akron, Ohio, with architectural depictions of local buildings in a scene to represent LeBron elevating his community and his students with a platform to achieve their dreams.
CreditsClient PepsiCo/MTN Dew Rise Energy Agency TBWAChiatDay New York, Chris Beresford-Hill, chief creative officer; Ricard Valero, executive creative director; Shannon Murphy, associate creative director, copy; David Stevanov, associate creative director, art; John Doris, director of production; Amanda Revere, executive producer; John Gibson, executive strategy director; James Sowden, chief strategy officer; Bodi Karsono, Elliot Carter, sr. strategists. Production Direct Focus Barry Rosen, CEO; Lauren Renz, producer. Production Company RadicalMedia F. Gary Gray, director; Jim Bouvet, exec producer; Jeremy Barrett, producer. Editorial Exile Edward Line, editor; Mike Horan, assistant editor; Elizabeth Gelhar, producer; Sasha Hirshfield, exec producer. VFX The Mill Nathan Kane, creative director; Patrick Heinen, VFX shoot supervisor; Mandy Harris, exec producer; Catherine M. Fischer, sr. producer; Kyle Cody, 2D lead artist; Seon Crawford, 3D lead artist; Taner Besen, Nasser Mandavi, James Cudahy, Adam Deutsch, Jade Kim, 2D artists; Jackie Liao, Casey Reuter, 3D artists; Kevan Lee, finish artist; Cedric Menard, matte painting; Mike Schaeffer, head of design; Andrew Lucas, designer. Color The Mill Michael Rossiter, colorist; Rochelle Brown, exec producer, color; Evan Bauer, color producer. Original Music Squeak E. Clean Studios Licensed Music “God”--Sinjin Hake, Zora James; “Ven Devorame Otra Vez,” Lalo Rodriguez. Audio Post Heard City Evan Mangiemelle, Mike Vitacco, engineers.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More