Tiger Woods returns to competitive golf and to the TV spot game with this Nike ad, which features the voice of his late father, Earl. Max Malkin of Prettybird directed and shot the spot for Wieden+Kennedy, Portland, Ore. Editor was Matt Hilber of Joint Editorial.
Credits
Agency: Wieden+Kennedy | Portland Hal curtis, creative director; Mark Fitzloff, Susan Hoffman, executive creative directors; Ben Grylewicz, executive producer; Jeff Selis, producer; Felicia Glover, associate producer. Editorial: Joint Editorial, Portland, Ore Matt Hilber, editor; Steve Sprinkel, assistant editor; Terra Cloyes, post producer; Patty Brebner, post exec producer. Visual Effects: Zoic Studios Leslie Ekker, VFX supervisor; Erik Press, Steve Schofield, exec producers; Chris Irving, Flame artist/2D supervisor; Karin Joy, producer; Adam Reeb, coordinator; Syd Dutton, matte painting; Fumi Mashimo, 2D lead; Maxx Burman, compositor. Audio: Joint Editorial, Portland, Ore Charlie Keating, mixer; Patty Brebner, 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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