Automotive body shop chain Maaco rolls out a “Join the Upside” musical campaign created by Charlotte-based ad agency Mythic and directed by Drew Kirsch of production company Tomorrow. In this spot titled “Old Red,” country music drives the fun as the story unfolds to a Nashville-inspired beat.
The commercial features a young woman not too thrilled about receiving a truck, “Old Red,” for free–because it looks a bit embarrassing with a faded paint job and numerous scratches.
But her adult benefactors implore her to see what Maaco can do–which serves as a cue for a highly enthusiastic Mr. Maaco, who appears on the scene, transforming the truck right before their eyes (“Old Red” becomes “New Red”), with an original, inspiring, uplifting country music interlude.
Music/sound house on the campaign was duotone audio group.
Credits
Client Maaco Agency Mythic Lee James, chief creative officer; David Olsen, executive creative director; Guerin Piercy, producer; Chris Grauwiler, associate creative director, design; David McClay, associate creative director, copy; Dixon Muller, Julia King, sr. copywriters; Sam Pouliot, art director; Rachel Cobb, EVP, strategy & planning. Production Company Tomorrow Drew Kirsch, director; Chris Zander, managing director; Brynne Copping, exec producer; Kevin Wall, line producer. Music & Sound duotone audio group Peter Nashel, creative director/founder; Ross Hopman, exec producer; Gio Lobato, producer; Dana Hom, director, music licensing; Andy Green, sound designer/mixer; Greg Tiefenbrun, exec producer, audio post. Editorial PS260 JJ Lask, editor; Rana Martin, exec producer; Dylan Scott, producer; Yoko Lytle, finishing producer; Mark Popham, Stephanie Issacson, Flame artists. Color Company 3 Bryan Smaller, colorist; Mario Castro, exec producer.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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