A LAIKA/house ensemble headed by director Mark Gustafson teamed with Smuggler director Ringan Ledwidge to show the iconic Planters Mr. Peanut character strut his athletic stuff for New York agency BEING. This is the second spot in an ongoing campaign featuring the newly designed Mr. Peanut
Credits
Production Company: Smuggler Ringan Ledwidge, director; Patrick Milling-Smith, Brian Carmody, partner/exec producers; Lisa Rich, exec producer/COO; Allison Kunzman, exec producer; Laura Thoel, exec producer/head of production; Sally Humphries, producer. Animation: LAIKA/house Mark Gustafson, director; Lourri Hammack, EP; Rebecca Bowen, Colin Thacher, producers; Kirk Kelley, creative director; Barry Bruce, animation director; Paul Harrod, art director; Fred Gardner, proudction designer; Colin Batty, Felicie Haymoz, character designers; Robin Ator, Chris Purdin, Aaron Sorensen, storyboard artists; Jenny Kincade, Lauren Bair, Don Flores, Jon David Buffam, Photoshop artists; Ktie Mello, fabrication dept. lead (character fabrication), Rob Melchior, art dept. lead (set/prop fabrication); Tony Merrithew, sculptor; Colleen Flanigan, Sarah Hall, Charissa Niles, armaturist; Yvonne Kowsun, lead character painter; Mary Blankenburg, Scott Foster, Sarah Hulin, Belle Iskowitz, Hazel Malone, MattMcKenna, Rebecca Stil
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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