Jason Statham’s surreal world of play is front and center in this launch spot for LG Mobile’s “Life’s Good When You Play More” integrated campaign out of Energy BBDO.
Directed by Fredrik Bond of MJZ, the commercial, titled “World of Play,” has Statham portraying himself as well as a number of other characters ranging from a baby engrossed in an umbrella sword fight to a long haired Statham surfing on a herd of bulls. Throughout the story, the LG G5 is positioned as a catalyst for play, and the smartphone’s plug and play accessories keep the fun going in this overtly unexpected and fantastical world.
The film aims to appeal to “Life Explorer” Millennials who crave ways to break up the mundane, encouraging them to discover their own world of play through the new LG G5 and its suite of plug ‘n play Friends. The film will appear worldwide in key markets including North America, Latin America, Europe and East Asia.
Credits
Client LG Electronics Agency Energy BBDO Sam Bergen, executive creative director; Miller Jones, creative director/copywriter; Aaron Pendleton, creative director/art director; Rowley Samuel, director of integrated production; Matt Scoville, executive producer; Daniel Kuypers, director of music; David Murray, strategy director; Jake Setlak, planning director. Production MJZ Fredrik Bond, director; Crille Forsberg, DP; Kate Leahy, exec producer; Line Postmyr, line producer. Editorial Marshall Street Editors/Union Editorial Tim Thornton-Allan, editor; Matthew Pochettino, Drew Johnson, Zach Kashkett, assistant editors; Samantha Machado, producer, Union; Michael Raimondi, president/managing partner, Union. Postproduction The Mill Chicago Andrew Sommerville, exec producer; Erica Hilbert, producer; Jay Bandlish, shoot supervisor/2D lead/creative director; David Lawson, shoot supervisor; Sid Harrington-Odedra, shoot supervisor/3D lead; Adam Carroll, 3D lead. Matthew Osborne, colorist. Audio Production Another Country Tim Konn, exec producer; John Binder, Peter Erazmus, sound design. Music MAS-Music and Strategy Gabe McDonough, music producer; Busy Signal, artist. Track: “Everybody Move”
Continuing their partnership to combat the mental health crisis among America’s youth, the Ad Council and McCann New York have released the latest installment of the “Sound It Out” campaign which focuses on helping parents and caregivers have meaningful conversations with their kids about emotional wellbeing.
The new work, “Listening is a Form of Love,” focuses on the important role parents and caregivers play in supporting young people’s emotional wellbeing and is supported by new data from Surgo Health’s Youth Mental Health Tracker. The survey highlights that: 55% of youth (ages 10-24) report mental health struggles; and one in five youth report symptoms of depression, and one in four report symptoms of anxiety.
The film includes an interactive digital experience that invites parents to practice “holding space” by pressing the space bar to listen to kids sharing what they wish their parents could hear, in their own words. Along with this literal interpretation of the active listening the campaign encourages, the website also gives valuable tools to help parents and caregivers be better listeners, and in turn, better support their kids.
There is also this 60-second PSA--directed by Alex Fischman Cardenas via Greenpoint Pictures--which underscores the power and importance of listening to your loved ones.
