Showing that today’s working mom is indeed a super woman, literally, this spot is set to the tune of the Bewitched TV series theme song. Mother performs such heroics as flying through the air, and grabbing a bus with one hand to bring it to a halt. She then boards the vehicle and presents her two kids with lunchboxes they had forgotten at home. Her super human feats continue to be displayed, yet she stays dry thanks to Sure deodorant. The tagline: “Incredible protection for incredible women.”
CreditsAgency: Lowe London Ed Morris, executive creative director; Tom Hudson, copywriter; Lee Goulding, art director; Jane Rattle, producer; Anna Price, planner. Production Company: Biscuit Filmworks,Independent Films Noam Murro, director; Jay Veal, producer; Toby Irwin, DP,Richard Packer, producer Editorial: Marshall Street Editors Tim Thornton-Allan, editor Postproduction: Glassworks Tareq Kubaisi, colorist; Alastair Hearsum, James Mann, Vaclay Cizkovsky, Ruediger Kattenhauser, Marcus Lauterbach, CG artists Visual Effects: Glassworks Tareq Kubaisi, colorist; Alastair Hearsum, James Mann, Vaclay Cizkovsky, Ruediger Kattenhauser, Marcus Lauterbach, CG artists Sound Design: 750mph Andy Humphries, sound designer Audio: 750mph Andy Humphries, audio post mixer
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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