In this spot titled “Turnpike”–the latest entry to GEICO’s “It’s Not Surprising” campaign–the Father of our Country, George Washington, and his Continental Army suffer from a mix-up in directions. Instead of their famed crossing of the Delaware, they instead are in a boat crossing the Delaware Turnpike, backing up traffic much to the chagrin of commuters.
This change in history is “surprising.” However, not surprising is GEICO being able to offer savings on auto insurance.
Steve Miller of RadicalMedia directed “Turnpike.”
CreditsClient GEICO Agency The Martin Agency, Richmond, Va. Steve Basset, SVP, group creative director; Sean Riley, SVP, creative director; Neel Williams, VP, creative director; Justin Harris, associate creative director; Ken Marcus, sr. copywriter; Brett Alexander, SVP, executive producer; Brian Fox, producer; Catherine Kennedy, jr. producer. Production RadicalMedia Steve Miller, director; Eric Schmidt, DP; Gregg Carlesimo, Frank Scherma, exec producers; Cathy Dunn, head of production; Barbara Benson, producer; Ted Liotopoulos, production supervisor; Brian Stevens, 1st AD. Editorial MackCut, NY Ian Mackenzie, editor. Postproduction The Mill New York
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 brandโs 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 โA New York Minute,โ 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 brandโs own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuriโs jewelry makes an appearance as the best supporting actor.
โWhen 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 โcampaignโ could be,โ said Jacob Jordan, chief brand officer, Mejuri. โGia 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 Mejuriโs values of celebrating women as their truest selves. I canโt wait for us to continue to tell the next chapters of this story.โ
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