“Sled” starts out like your standard football training drill with New England Patriots defensive star Richard Seymour using his strength to move a tackling sled upon which a defensive coach stands. Seymour puts his shoulder to the sled, pumping his legs to move it and the coach across the field, through a forest, other terrain, along city streets before finally stopping–at a Dunkin’ Donuts shop. “Can I get you anything?” he asks the coach. Seymour then buys a Supreme Omelet Sandwich for himself.
Credits
Agency: Hill Holliday Kevin Moehlenkamp, executive creative director; Tim Cawley, group creative director/copywriter; Kevin Daley, art director; Meghan McGuire, producer. Production Company: Tool of North America Harry Cocciolo, director; Jennifer Siegel, executive producer; George Fares, line producer; Tony Wolberg, DP. Editorial: Bubble Joel Walker, editor Postproduction: Nice Shoes Chris Ryan, colorist Music: Soundtrack Recording Group Mike Secher, composer Audio: Soundtrack Recording Group Brian Heidebrecht, audio post mixer/sound designer
Quality Experience, Director Aube Perrie, The Mill NY Work Out The Future of Fitness For Tonal
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.”
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