A woman confronts a nasty clog–a piece of which emerges from the bathroom sink to soil her silk blouse. Unbeknownst to the rude clog, she has a bottle of Liquid Plumr within her reach….
Credits
Agency: DDB | San Francisco Lisa Bennett, chief creative officer; Dustin Smith, creative director/art director; Natalie Chambers, art director; Aimee Lehto, copywriter; Mark Tobin, producer. Production Company: MJZ Steven Diller, director; Lisa Margulis, David Zander, executive producers; Peter Vitale, producer; Richard Henkels, DP. Editorial: FilmCore Editorial Brian Lagerhausen, editor; Eric Pascua, assistant editor; Jon Ettinger, executive producer; Tracy Coleman, producer. Postproduction: The Syndicate Beau Leon, colorist. Visual Effects: Method Andy MacDonald, visual effects artist; Robert Owens, producer; Wensen Ho, Andy Davis, compositors. Sound Design: Stimmung Gus Koven, sound designer; Kelly Fuller, executive producer. Audio: Eleven Jeff Fuller, mixer; Luis Rosario, assistant mixer; DJ Fox-Engstrom, executive producer.
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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