Actress/comedian Melissa McCarthy settled into the director’s chair for this Walmart “Magic Box” spot which debuted during the Oscars telecast (3/4).
The commercial shows the negative effects of childhood bullying on one’s potential with “The Box” providing the opportunity to break away from past hurdles and reach for the stars in pursuit of our dreams.
Pony Show Entertainment produced the spot for Saatchi & Saatchi NY, with Heidi Black of Whitehouse Post editing, and Ben Freer of Eleven handling the audio post mix.
Credits
Client Walmart Agency Saatchi & Saatchi NY Dean Shoukas, executive producer; Jenny Read, director of integrated production; Wayne Best, Michele Kunken, executive creative directors. Production Pony Show Entertainment Melissa McCarthy, director; Susan Kirson, Jeffrey Frankel, partners; Helga Gruber, exec producer; Gareth Wood, head of production; Kelli Abraham, producer; Mandy Walker, DP; Ruth De Jong, production designer. Editorial Whitehouse Post Heidi Black, editor; Joni (Wright) Williamson, exec producer; Annie Maldonado, post producer. VFX/Finishing Carbon John Price, creative director; Matthew McManus, exec producer; Rob Churchill, VFX supervisor. Music/Sound Design SOUTH Music & Sound Design Ailbhe Fitzpatrick, music producer. Track: “Bird Set Free”; Sia, writer; Theodore Shapiro, arranger; Greg Wells, music mix. Audio Post Eleven Ben Freer, mixer; Andrew Smith, assistant mixer; Melissa Elston, exec producer; Maddee Bonniot, producer.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
