In “Dunk Driving” intoxicated drivers are shown being pulled over by the police as they sit in their vehicles chest-deep in beer, wine or liquor. When the car windows or doors are opened so that the law enforcement officer can question the drunk driver in each scenario, the liquid pours out into the street. The message is that if you drive drunk, chances are you will be caught as random patrols and roadblocks are being stepped up, particularly at night.
Credits
Agency: Tombras Group Nick Vagott, creative director/art director; Brian Potter, creative director/writer Production Company: Saville Productions Rupert Wainwright, director; Rupert Maconick, executive producer; Daniel Pearl, DP. Editorial: Rex Edit Bill Marmor, editor Postproduction: Method Siggy Ferstl, colorist Visual Effects: Method,Reel FX Entertainment Andrew MacDonald, visual effects supervisor,Jim Susan, effects artist Music: Machine Head Adam Schiff, composer; Dustin Camilleri, sound designer; Vicki Ordeshook, producer. Audio: RavensWork Scott Burns, mixer; Katherine Morgan, producer
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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