Coming out of quarantine during the pandemic necessitates making some adjustments as evidenced by this Snickers spot in which a man is dressed for a Zoom meeting–when instead his visitors show up in person. As his wife and guests look on in amazement at this less than casually attired guy, the ad ends with the line “Maybe You Just Need A Snickers.”
The comedy commercial’s premise remains true to the brand’s long-running campaign depicting people who aren’t acting like themselves and need a Snickers.
Titled “First Visitors,” the :15 was directed by Jess Coulter of production house O Positive for agency BBDO New York. Coulter is an alum of the 2019 17th Annual SHOOT New Directors Showcase for Dunkin's "Drag."
CreditsClient Snickers Agency BBDO New York David Lubars, chief creative officer; Scott Mahoney, Dan Oliva, creative directors; Gianfranco Arena, Peter Kain, executive creative directors; Amy Wertheimer, EVP, group executive producer; Star Wingate-Bey, associate producer. Production O Positive Jess Coulter, director; Ralph Laucella, Marc Grill, exec producers; Devon Clark, producer; Brian Lannin, DP. Editorial/Post Mackenzie Cutler Mike Leuis, editor; Franklin Ponce, assistant editor; Gina Pagano, producer; Sam Shaffer, mixer. Color Company 3 Tim Masick, colorist
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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