Central Film’s director Rodrigo Garcia Saiz shows a mother’s devotion to her daughter makes a deeper impact than she knows in a touching spot for Polish auction site Allegro out of Warsaw-based ad agency Bardzo.
The spot finds a woman stretching the bounds of her creativity to craft a unique ensemble for her daughter’s school costume party. The little girl remains fickle with the wide array of options, turning down thoughtfully handmade getups ranging from a dinosaur, rain cloud, bumblebee, clown, mummy and astronaut. The mother is perplexed when the little girl requests a simple red dress and a string of pearls until she realizes that it was she that her daughter was idolizing all along.
Credits
Client Allegro Agency Bardzo, Warsaw, Poland Hubert Stadnicki, creative director; Tomasz Szewczyk, copywriter; Wiktor Pietrzak, art director; Bartek Nowak, producer; Rafal Kuzma, graphic design. Production Cut/Cut, Central Films Rodrigo Garcia Saiz, director; Mateo Londono, DP; Tomek Hryniszyn, producer; Artur Kotowski, production manager; Janusz Mazurczak, production designer; Malwina Wedzikowska, wardrobe. Editorial Kuba Pietrzak, editor. Postproduction Bartek Przybytek, online artist; Fred van Eeden, colorist. Sound Design Juice Kuba Pietrzak, Michał "Jurgen" Jaroszewicz, sound design. Music Arrangement Kuba Pietrzak
In this Super Bowl :30 for Reese’s Chocolate Lava Big Cup--directed by Matias & Mathias of Epoch Films for agency Erich & Kallman--a concerned park ranger reports live from the site of an active volcano where Reese’s fans are going to extreme lengths to get their hands and taste buds on the lava flow.
As passion builds, a team of park rangers rein in the mayhem--saving grandma from scootering into the hot flowing molten lava--and try to clear up the confusion: “Don‘t eat lava. Eat ooey-gooey Chocolate Lava.”
“There’s nothing better than seeing our fans go wild over new flavor additions to the classic Reese’s chocolate and peanut butter combo,” said Ryan Riess, VP of brand strategy and creative development, The Hershey Company. “The Big Game is the perfect stage to showcase our fan’s energy – whether that be from the top of a volcano or on the couch during football Sunday.”
In a joint statement, directors Matias & Mathias said of the “Don’t Eat Lava” spot, “Although the characters’ obsession with Reese’s Chocolate Lava Big Cups is completely realistic and very easy to identify with, our favorite part of this project was seeing all the talented people we got to work with become obsessed with making the lava flows of our dreams become a reality.”
