Nike is launching an effort called #betterforit to inspire women to be active, take on new challenges and conquer personal goals. Conceived by Wieden+Kennedy, Portland, Ore., the initiative is designed to capture the voice of women today, addressing sport and fitness with a lighthearted tone and humor through a series of short films, the first of which is “Inner Thoughts” directed by Matthew Frost of production house Iconoclast.
“Inner Thoughts” debuted Sunday night during the MTV Music Awards.
Client Nike Agency Wieden+Kennedy, Portland, Ore. Alberto Ponte, Ryan O’Rourke, Dan Viens, creative directors; Heather Ryder, Darcie Burrell, copywriters; Patty Orlando, art director; Molly Tait, Julie Gursha, producers; Matt Hunnicutt, executive producer; Jocelin Shalom, interactive strategy; Tom Suharto, Irina Tone, strategic planning; Mark Fitzloff, Joe Staples, executive creative directors. Production Iconoclast Matthew Frost, director; Charles-Marie Anthonioz, exec producer; Caroline Pham, line producer; Darren Lew, Joost Van Gelder, DPs. Editorial Rock Paper Scissors Angus Wall, editor; Jared Thomas, post producer; Angela Dorian, post exec producer. VFX a52 Jesse Monsour, VFX supervisor; Brendan Crockett, Matt Sousa, Steve Wolf, Dan Ellis, Richard Hirst, Flame artists; Jamie McBriety, VFX producer; Paul Yacono, color. Music/Sound Design Nylon Studios, music supervision; Apollo 100, artist; Track: “Joy”; Barking Owl, sound design. Audio Post Lime Studios Matt Miller, Dave Wagg, mixers; Jessica Locke, Susie Boyajan, producers.
Hellmann’s Super Bowl commercial “When Sally Met Hellmann’s” brings together Billy Crystal and Meg Ryan--35 years after the 1980s’ hit rom-com When Harry Met Sally, evoking timeless flavor and nostalgia with the iconic line: “I’ll have what she’s having.” Reprising their beloved roles of Harry and Sally, the duo hilariously recreates the film’s unforgettable scene in Katz’s Delicatessen, with a deliciously creamy twist, thanks to Hellmann’s mayonnaise.
The :30 commercial finds Sally sitting across from Harry, wearing his classic cable knit fisherman’s sweater, celebrating their anniversary over a traditional deli lunch. Sally is displeased with her turkey sandwich until she adds a generous squeeze of rich and creamy Hellmann’s mayonnaise that adds mind-blowing flavor so palpable that the rest of the patrons can’t help but notice. So much so, award-nominated actress and producer, Sydney Sweeney, takes notice, delivering the famous line, “I’ll Have What She’s Having.”
This is a :60 version of the spot which was created by agency VML and directed by Jake Szymanski. (The :30 is slated to run during the second quarter of the Super Bowl.)
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