Created by BBDO New York, this spot introduces us to a young girl named Molly who is filled with ideas and innovative solutions to problems. We see her inventions on the fly, including automated ways to throw out the trash and to sell Girl Scout cookies.
As she grows up, the innovation and ingenuity continue, taking us to the present time with her working as an engineer at GE.
Titled "Shortcuts," this piece was directed by Lance Acord of Park Pictures, and positions GE as a great place for aspiring engineers.
Credits
Client GE Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Michael Aimette, executive creative director; Eric Goldstein, sr. creative director/art director; Fred Kovey, creative director/copywriter; David Rolfe, head of production; George Sholley, executive producer; Jack Patrick, content producer; Rani Vaz, head of music production. Production Park Pictures Lance Acord, director/DP; Scott Howard, exec producer; Caroline Kousidonis, line producer. Editorial WAX/The Quarry Paul Watts, editor; Drew Balke, assistant editor; Tor Adams, exec producer; Annabelle Cuthbert, producer. VFX a52 Kim Christensen, producer; Andy Wilkoff, lead CG artist; Pat Murphy, conform artist. Graphic Design elastic Kim Christensen, producer. Telecine Company 3 Tim Masick, colorist; Rochelle Brown, producer. Sound Design One Thousand Birds Audio Post Sonic Union Michael Marinelli, engineer, Justine Cortale, producer.
Martin de Thurah of Epoch Films directed this animated spot titled “Sluggish” for Wealthsimple. The ad follows a determined slug crossing a sidewalk, serving as a metaphor for the everyday challenges that accumulate on the path to achieving one’s goals--financial or otherwise. The slug, who also serves as the narrator, provides cheeky commentary on his journey thus far and provides insight and wisdom to elevate the emotional stakes and strike a universally relatable tone.
“Sluggish” highlights how Wealthsimple understands both the practicalities of tackling financial challenges and the emotions of confronting them head-on. Director de Thurah captures the slug’s journey across the sidewalk with striking ground-level visuals that immerse audiences in his scaled-down world. Through a brilliantly delivered, direct-to-camera monologue, the slug’s dry humor and rich personality drive the story, transforming minor obstacles--faster creatures, cavernous sidewalk cracks, and irksome raindrops--into relatable metaphors for life’s challenges. When faced with a “boulder” in his path, humorously revealed as a pocket-sized rock, the slug reflects on his struggles before triumphantly arriving on the other side.
“Hearing the slug describe a rock as if it was some kind of impossible mountain reminds us that everything in life is in perspective,” remarked de Thurah. “Human life is an eternal struggle in which every challenge we overcome delivers us to the start of a new challenge. It sounds exhausting, and sometimes it is, but it is also filled with the tantalizing light of hope. That sense of slow progress--illusory or not--gives our lives purpose.”
“Sluggish” marks the third time Wealthsimple’s in-house creative team has... Read More