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.
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
