In these latest hidden camera spots, unsuspecting college students try to get a Gatorade out of a vending machine, but when it doesn’t dispense, a custodian (played by Rob Belushi, son of Jim Belushi) tips them off that they have to “sweat it to get it.”
In this particular commercial titled “Tip,” NFL superstar JJ Watt, a massive physical specimen, then enters the scene and tips over the vending machine which falls to its side on the ground. A semi-mortified college student hopeful of getting a Gatorade is speechless. The custodian suggests to the student that if he can pick up the vending machine and work up a sweat, he might get a Gatorade. JJ Watt then returns for another bit of not so subtle intimidation.
NFL Films produced this campaign–which also features NFL quarterbacks Eli and Peyton Manning–for TBWAChiatDay LA. Alex Grossman directed the package of spots.
Credits
Client Gatorade Agency TBWAChiatDay, Los Angeles Stephen Butler, chief creative officer; Brent Anderson, executive creative director; Renato Fernandez, worldwide creative director; Nick Ciffone, sr. copywriter; Dave Estrada, sr. art director; Brian O’Rourke, director of production; Tim Newfang, sr. producer; Marc Johns, director branded content. OMD/OS, Chicago Brandon Saranik, digital strategy supervisor; Sadie Olen, digital marketplace supervisor; MiRon Leveston, strategist (OMD). VML, Kansas City, MO Mark Philip, creative director, copy; Nick Allegri, creative director, art; Ryan Simpson, sr. copywriter; Sam Hirshberg, copywriter. Production NFL Films Kennie Smith, VP project management; Hank McElwee, DP; Mark Morris, sr. director field operations; Alan Brown, director project management; Claudio Kuhn, line producer. Production Alex Grossman, director. Editorial HutchCo Technologies, Los Angeles Jim Hutchins, Joaquin Machado, editors; Jane Hutchins, exec producer; Austin Hickman-Fain, VFX artist. Post Libertad Sol Jonny McPheeters, colorist. VFX MPC Santa Monica, Calif. Lexi Stearn, exec producer; Abisayo Abejare, producer; Mark Holden, VFX artist. Audio Lime Studios, Santa Monica Loren Silber, mixer; Mark Nieto, assistant mixer; Susie Boyajan, exec producer.
FCB Health New York, an IPG Health company, and SAFE Project have joined forces to create “The Snowball,” a short film that spotlights winter as a common catalyst for dangerous increases in alcohol consumption. In collaboration with creative studio LOBO, “The Snowball” combines a compelling visual metaphor with cutting-edge animation and a haunting soundtrack from Billie Holiday.
As millions embrace “Dry January,” the onset of colder, shorter winter days still leads to an uptick in alcohol misuse, which can lead to liver cirrhosis and other medical maladies and dangerous consequences for one’s life. Speaking to casual drinkers, “The Snowball” visually illustrates how anyone is at risk of becoming addicted to alcohol during this time of year when external climate variables can lead to excess consumption, even if the drinker does not immediately realize it.
Making good on the metaphor, the film follows one man as a quick liquor run gradually devolves into a full-blown addiction as a snowball gradually grows beside him, engulfing his whole life and eventually causing his demise. Set to the tune of Billie Holiday’s “Everything I Have Is Yours,” the film’s pathos is drawn from the sonic integrity of Holiday’s original recording maintained in the sound design as well as the singer’s tragic battle with substance abuse.
This entirely animated film was created using a hands-on, collaborative process rooted in traditional animation techniques, with every aspect of the artwork creation, design, and craftsmanship crafted entirely by human hands. AI-driven tools and processes were brought in during the animation rendering stage, helping the film achieve a distinct visual style that would have been difficult to achieve through... Read More
