An old married couple routinely speak gibberish to one another, as if not wanting to bother with their relationship. However, that all changes when the wife serves a lovely dinner, prompting the husband to compliment her in clear, heartfelt English. The moral: Never underestimate the power of a good meal–accompanied by the logo for Albertsons grocery stores.
Credits
Agency: Dailey & Associates Hugh Callahan, creative director; Darren Johnson, art director; Mitch Obatake, copywriter; Joe Stanley, producer. Production Company: Tool of North America Sean Ehringer, director; Jennifer Siegel, Brian Latt, executive producers; Jeff Tanner, producer; William Rexer, DP; Sean Hargraves, production designer. Editorial: FilmCore Editorial Gordon Carey, editor; Scott Friske, producer. Postproduction: Method Kiki Chansamone, compositor Company 3, Santa Monica Rob Sciarratta, colorist Audio: Margarita Mix Jimmy Hite, mixer.
Screenwork Type:Best Work
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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