Hank Perlman of Hungry Man directed this spot in which a dog sticks its butt instead of its head out the window of a fast moving SUV. A Starburst-eating backseat passenger contends this demonstrates how weird the dog is–but the SUV driver disagrees, defending his pooch. At the same time, the driver sees a more glaring contradiction–Starbursts being solid food that is at the same time liquid and juicy. Agency is TBWAChiatDay, New York.
Credits
Production Company: Hungry Man, Inc Hank Perlman, director; Kevin Byrne, exec producer; Caleb Dewart, line producer Jo Willems, DP. Editorial: MacKenzie Cutler Ian Mackenzie, editor; Mike Rizzo, assistant editor; Tatiana Vasquez, editorial producer. Postproduction: Company 3 New York Tim Masick, colorist. Visual Effects: The Mill New York Michael Gibson, VFX shoot supervisor; Keith Sullivan, Danny Morris, lead Flame operators; Dan Roberts, producer; Robert Bruce, assistant. Sound Design: MacKenzie Cutler Sam Shaffer, sound designer. Audio: Sound Lounge Tom Jucarone, mixer
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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