This spot taps into the fact that when kids enjoy something, they want to do it again and again. Vignettes show kids saying “Again” to a parent or parents to repeatedly enjoy the same fun.
This affinity for “again” then dovetails to an announcement that as of today 75 percent of General Mills’ cereals no longer contain flavors and colors from artificial sources. So now parents can love General Mills cereals–again.
Jun Diaz of Smuggler directed these charming parent/child vignettes for General Mills agency McCann New York.
Credits
Client General Mills Agency McCann NY Eric Silver, North American chief creative officer; Tom Murphy, Sean Bryan, chief creative officers; Larry Platt, executive creative director; Ryan Quigley, Nick DiLallo, associate creative directors; Molly Wilkof, copywriter; Zoe Kessler, art director; Nathy Aviram, chief production officer; Amanda Revere, executive producer; Eric Johnson, Mike Ladman, music producers. Production Smuggler Jun Diaz, director; Drew Santarsiero, exec producer; Leah Fleischmann, producer. Editorial Work Editorial Ben Jordan, editor. Music Finger Music Audio Post Heard City Phil Loeb, engineer.
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
