A young man driving a car hits a bump in the road. He stops the car and looks back to see he’s run over a porcupine. He then takes off his New Balance shoes, rubs the soles together and places them on the animal, reviving it with an energy charge, akin to cardio pulmonary resuscitation. Indeed, New Balance’s new ZIP shoes have positive energy.
CreditsAgency: Almighty, Boston Chris Smith, Joe Polevy, creative directors; Chad Portas, associate creative director/art director; Andrew Jasperson, writer; Matthew Charde, executive producer; Liz Shook, producer. Production Company: Biscuit Filmworks Russ Lamoureux, director; Shawn Lacy, Eric Stern, executive producers; Lisa Stockdale, producer; Joost Van Starrenburg, DP. Editorial: engine room Matt Rogers, editor. Postproduction: Nice Shoes Gene Curley, colorist. Audio: Soundtrack Recording Group Howard Cole, audio engineer/sound designer. Animation: Shilo Jose Gomez, Andre Stringer, creative dirctors; Evan Dennis, lead designer/animator/compositor; Tracy Chandler, executive producer; Jeremy Yaches, prdoucer; Dave Hill, animator/compositor.
Top Spot of the Week: iPhone 16, Director David Shane “Write Smarter” With Apple Intelligence
Created by Apple’s in-house agency and directed by David Shane of production company O Positive, this commercial is one of two which continues the Apple Intelligence campaign for the iPhone 16.
Apple Intelligence is the personal intelligence system that can make users look, feel and be smarter. In the case of this “Write smarter” ad, we meet an office worker who leverages Apple Intelligence on his iPhone 16 Pro to dramatically improve his barely literate email to one that is professional, concise and has a measure of eloquence--much to the surprise and amazement of his boss.
This slice of office life highlights the value of key Apple Intelligence upgrades, including Writing Tools which work wonders with the quality of how one communicates and connects with others.
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