Michael Gracey of Partizan directed this web/TV spot, titled “The Mechanic,” which introduces us to a mechanic who at the end of the day is given the unenviable task of cleaning a dirty, grimy garage. However, from this supposed drudgery springs a new genre, dubbed “Cleantertainment” by BETC Paris, the agency behind the campaign for cleaning product brand Cillit Bang.
Our hero mechanic–portrayed by Daniel Cloud Campos, a front dancer on Madonna’s tours–proceeds to clean the facility, hoofing acrobatically to the beat of a version of the Flashdance tune “She’s A Maniac” while spraying Cillit Bang all about. This high energy choreography, aided by an overhead sprinkler rinse, yields a sparkling clean garage.
CreditsClient Reckitt Benckiser/Cillit Bang Agency BETC Paris Stephane Xiberras, Jacques Jolly, creative directors; Alexandre Saad, Marie Baillot, art directors; Clement Hedouin, assistant art director; Guillaume Rebbot, copywriter; David Green, Emilie Cointot, TV producers; Marianne Hurstel, strategic planning. Production Partizan Michael Gracey, director; Jules Dieng, producer; Khalid Tahhar, line producer; Carl Nilsson, DP. Editorial Royalpost Stuart Bowen, editor. Sound Production Gum Music BETC Pop Song: Edit of the Flashdance tune “She’s a Maniac” Performer Daniel Cloud Campos
TBWA\Media Arts Lab, Directing Team Megaforce Weigh In On Tongue-in-Cheek Apple Film
Directed by Megaforce via production company Iconoclast for agency TBWAMedia Arts Lab in L.A., this Apple film titled "No Sweat" features a weightlifter effortlessly spinning and manipulating massive weights as if they were batons, metaphorically representing the ability of the M4 family of chips--M4, M4 Pro, and M4 Max--to handle the most demanding workloads with ease, all set to Des’ree’s famed music track “You Gotta Be.” [video width="1046" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2024/11/01112010/M4-chip-No-Sweat-Apple.mp4"][/video] Read More