This commercial opens with a craftsman carefully carving from clay and painting figurines of three basketball players, Kevin Garnett, Tracy McGrady, and Tim Duncan. After completing three such characters the craftsman goes to the floor, opens a door and reaches through it. A dome shaped arena is shown as seen from the street. The hand of the man reaching through the floor appears above the dome, removes the top of the dome (with a lot of falling debris and a very surprised janitor) and places the figurines on the basketball court within the dome. As the statues’ feet touch the floor they come alive, staring around and at their new bodies with curious wonder. As the three players face each other, silent and confused, a basketball is dropped and bounces between them. The commercial concludes with the captions “Impossible is nothing” and the Adidas logo.
Agency: TBWA/Chiat/Day, Inc Chuck McBride, executive creative director; Geoff Edwards, associate creative director/art director; Scott Duchon and John Patroulis, associate creative directors/copywriters; Jennifer Golub, executive producer; Andrea Bustabade, assistant producer. Production Company: Omaha Pictures, Santa Monica. Rupert Sanders, director; Jess Hall, DP; Eric Stern, executive producer; Chris Nelson, producer. Shot on stage at Culver City Studios, Culver City, Calf., and on location in Los Angeles and Pittsburgh. Editorial: Whitehouse Post Productions, Santa Monica Neil Smith, editor. Postproduction: The Syndicate Beau Leon, colorist. Visual Effects: Method,Stan Winston Studio Cedric Nicolas, lead visual effects supervisor/visual effects shoot supervisor; Paul Hahn, producer/visual effects shoot supervisor; Neysa Horsburgh, executive producer; Katrina Salicrup, visual effects artist; James LeBloch, 3-D artist; Laurent Ledru, 3-D creative supervisor.,Models created by St
Erich & Kallman, Directors Matias & Mathias Get Into The Super Bowl Ad Flow For Reese’s Chocolate Lava Big Cup
In this Super Bowl :30 for Reese’s Chocolate Lava Big Cup--directed by Matias & Mathias of Epoch Films for agency Erich & Kallman--a concerned park ranger reports live from the site of an active volcano where Reese’s fans are going to extreme lengths to get their hands and taste buds on the lava flow.
As passion builds, a team of park rangers rein in the mayhem--saving grandma from scootering into the hot flowing molten lava--and try to clear up the confusion: “Don‘t eat lava. Eat ooey-gooey Chocolate Lava.”
“There’s nothing better than seeing our fans go wild over new flavor additions to the classic Reese’s chocolate and peanut butter combo,” said Ryan Riess, VP of brand strategy and creative development, The Hershey Company. “The Big Game is the perfect stage to showcase our fan’s energy – whether that be from the top of a volcano or on the couch during football Sunday.”
In a joint statement, directors Matias & Mathias said of the “Don’t Eat Lava” spot, “Although the characters’ obsession with Reese’s Chocolate Lava Big Cups is completely realistic and very easy to identify with, our favorite part of this project was seeing all the talented people we got to work with become obsessed with making the lava flows of our dreams become a reality.”
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