A surreal environment–in which men are launched like rockets into large bongo-like drums, bouncing around in an otherworldly environment–turns out to be a glass full of Guinness ale. The tagline for the libation: “It’s Alive Inside.”
Credits
Agency: Irish International BBDO, Dublin Mal Stevenson, creative director; Mark Nutley, copywriter; Pat Hamil, art director; Noel Byrne, producer. Production Company: Red Bee Media Steve Cope, director; Edel Erickson, Laura Gold, producers; Adrian Wild, DP. Editorial: Cut + Run, London Tim Hardy, editor. Postproduction: THE MILL, London Seamus O’Kane, colorist Visual Effects: THE MILL, London Juan Brockhaus, VFX supervisor/lead 3D artist; Tom Bussel, lead techincal diector; Aidan Gibbons, Alex Hammond, Suraj Odedra, Ross Urien, James Rogers, 3D artists; Richard Roberts, lead Flame artist; Leon Woods, Paul Downes, assistant Flame artists; Darren Christie, lead Shake artist; Grainne Freeman, Becky Porter, Pete Hodsman, Shake artists; John Thornton, Smoke artist; Charlotte Loughnane, Lee Pavey, production team.
Screenwork Type:Top Spot
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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