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.
CreditsClient 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.
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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