The centerpiece of the McCann New York campaign promoting the New York Lottery’s new scratch-off game called BACON! is this spot titled “Early Riser.” Directed by Conor Byrne from m ss ng p eces, it tells the story of a New Yorker who is magically awoken and carried through the air, out of his home, and through the streets by a mouthwatering aroma. Spoiler alert, it’s Bacon!
The commercial was shot all in-camera both in studio and on location in New York, using a specialized rig to ensure the hero character was always being led by his nose towards the source of that sweet bacon smell.
CreditsClient New York Lottery Agency McCann New York Sean Bryan, Tom Murphy, North American chief creative officers; Mat Bisher, EVP, executive creative director; Jason Ashlock, Dominick Baccollo, SVPs, group creative directors; Noah Benezra, sr. writer; Antony Rush, sr. art director; Nathy Aviram, chief production officer; Aaron Kovan, EVP, chief production officer NY; Donna McCracken, SVP, executive producer; Chance Bassett, VP, executive producer; Katie Boyko, sr. producer; Kelly Krincek, jr. producer; Eric Johnson, SVP, executive music producer; Laura Frank, SVP, group strategy director; Emily Brown, VP, strategy director; Grace Freeman, sr. social strategist; Rebecca Krevat, social strategist. Production Company m ss ng p eces Conor Byrne, director; Tyler Byrne, producer; Ari Kuschnir, managing partner, founder; Kate Oppenheim, Brian Latt, managing partners; Dave Saltzman, exec producer, partner; Edward Grann, exec producer; Rebecca Davis, head of production. Editorial Cosmo Street Craig Deardorff, editor; Maura Woodward, exec producer; Anne Lai, head of production; Amanda Slamin, sr. producer. Audio Post Sound Lounge Rob Sayers, mixer. VFX Ntropic Veronica Ware, head of production; Sarah Steinbach, VFX producer; Charles Quinn, VFX supervisor, lead compositor; Ariana Kolitsopoulos, Ralph Scaglione, compositors; Bjorn Ahlstedt, FX, motion; Will Mok, color exec producer. Music “Kitten Love,” song; Pets & Compagnie, album; APM Music; Julien Vega, composer; Cezame Metro Park, publishing
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More