A customer asks his barber/hair stylist to shave his head. The stylist is distracted for a moment as he goes to get an electric clipper and confirms to the salon’s receptionist that he can schedule a 4 p.m. appointment. He comes back to a full head of hear seated in the chair before him and proceeds to take out a clump from the top. At this point, the camera reveals that he’s buzzed a woman customer–seated to the right of the male who originally asked to have his mane removed. The hair stylist offers the understandably distressed woman a scratch-off Maryland Lottery game ticket. She immediately brightens and says thanks to the guy who just ruined her appearance. An end tag carries the slogan, “A little Scratch-off goes a long way.”
Credits
Agency: Eisner Communications Mark Rosica, creative director/art director/copywriter; Craig Strydom, creative director; Donna Schoch-Spana, executive producer; Romona Diaz, Gregg Simonton, producers. Production Company: Working Pictures, Inc. Matthew Pittroff, director/executive producer; Marsha Derrickson, producer; Andy Lilien, DP. Editorial: Cosmo Street Lawrence Young, editor; Postproduction: Method,The Mill New York Jay Tilin, online editor,Fergus McCall, colorist Visual Effects: Method Jay Tilin, effects artist Sound Design: Sound Lounge Tom Jucarone, sound designer Audio: Sound Lounge Tom Jucarone, mixer
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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