Back in May of this year, NFL star receiver Larry Fitzgerald of the Arizona Cardinals, attained his Bachelor’s in Communication degree from the University of Phoenix, marking the completion of a promise he made to his mother in 2003 before he lost her to breast cancer. In the years following her death, he revealed that he would call his childhood home in St. Paul, Minnesota, to hear her voice recorded on the answering machine. In the TV spot “Voicemail,” Larry calls home, and this time leaves a message, thanking her for inspiring him not only as a student but as a son and father.
Larry’s message to his mom was unrehearsed. His message in the spot was the first and only take filmed.
Credits
Client University of Phoenix Agency 180LA William Gelner, chief creative officer; Eduardo Marques, Rafael Rizuto, executive creative directors; Wilson Mateos, creative director; Alex Goulart, associate creative director/copywriter; Joao Madeiros, associate creative director/art director; Natasha Wellesley, head of integrated production; Michael Quinones, producer. Production Tool of North America John X. Carey, director; Oliver Fuselier, managing partner, live action; Nancy Hacohen, exec producer; Leslie Owen, producer. Editorial Whitehouse Post Martin LeRoy, editor; Nick O’Neill, assistant editor; Joni Williamson, exec producer; Jennifer Mersis, producer. Postproduction Carbon VFX Matt McManus, exec producer; Devon Irete, producer; Peter Mayor, lead Flame artist; Jim Gomez, Flame assistant. Telecine The Mill Gregory Reese, colorist; Thatcher Peterson, exec producer; Diane Valera, producer; Robert Cohen, color coordinator. Music Human Craig DeLeon, composer; Kamela Anderson, producer.
At the heart of this campaign for Pay.UK Current Account Switch Service (CASS) is a playful yet relatable narrative, brought to life in the hero TV commercial, “Blind Date.” Directed by Rosie May Bird Smith of Biscuit Filmworks for agency House 337, the spot follows a woman nervously meeting her blind date, only to discover the person waiting for her is someone you definitely wouldn’t want to meet on a blind date. The voiceover reassures: ”Blind dates. They’re a bit like switching bank accounts. You don’t want any surprises. That’s why we guarantee there won’t be any when you switch with the Current Account Switch Service.”
“Everyone knows the pain of a bad date, the gut-churning realization you’ve texted your boss instead of your mate, and being stuck next to someone eating the world’s stinkiest lunch,” said Ross Newton, creative director, House 337, who added, “Life is a minefield of unwanted surprises, so coming up with the campaign idea was the easy part. The real challenge was deciding which situations to include and which to ditch. Sadly, these scenarios are all too relatable for us all, myself included.”
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