“Snurfing,” surfing the internet when you are supposed to be on the phone, is the topic of one of eleven humorous animated web films created by Matt Clark via Goody Silverstein and Partners to promote Comcast’s Triple Play package. In the video, Jim’s girlfriend is on the phone with him and realizes he is not paying attention. She tells him she thinks she has vacuumed up her roommates hamster to which he replies, “uh huh, totally.” She goes on to say an ax murderer has just come down the chimney and set the living room on fire, and she gets the same response, “uh huh, totally.” After she says that a woolly mammoth has put the fire out and that she’s fine and gets another ho-hum reaction from Jim, she accuses him of “snurfing,” the word Comcast has come up with to describe the act of surfing the internet when you are supposed to be on the phone. The film complements a TV campaign that consists of three :30 spots that center around other slang terms like “snurfing” used for the activities that become possible when you sign up for a Triple Play package.
Agency: Goodby, Silverstein & Partners Jamie Barrett, executive creative director; Will McGinness, creative director; Nick Spahr, creative director/art director; Chris Ford, creative director/copywriter; Devin Sharkey, Chris Valencius, art directors; Nat Lawlor, Spencer Riviera, copywriters; Peter Albrycht, interactive producer; Cathleen Kisich, broadcast producer; Brian McPherson, account director
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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