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    Top Spot of the Week: Fiat’s “Blue Pill”

    By SHOOTUpdated:No Comments1569 Views

    An imminent romantic encounter has a man frantically searching through the bathroom medicine chest for some help. Fortunately he has one little blue pill left but his aim is off as instead of popping the wonder pill into his mouth, he fumbles it out the window. The camera follows the pill’s flight  through an Italian village as it bounces from rooftop to rooftop, even hitting a church bell along the way. Finally the pill falls into the gas tank of a two-door Fiat which flexes before our eyes into a new Fiat 500x four-door car model.

    This comedy spot ran during the Super Bowl telecast, placing third on USA Today’s Ad Meter. Titled “Blue Pill,” it is billed as the first Italian commercial to air on the Super Bowl.

    The spot was produced by Italy’s Filmmaster Productions and was directed by Antony Hoffman who is handled by Believe Media in the U.S. Agency was The Richards Group.

    Credits

    Client Fiat Agency The Richards Group Lynda Hodge, creative director/art director; David Canright, creative director/writer; Jenny Wolk, producer. Production Filmmaster Productions Antony Hoffman, director; Karim Bartoletti, partner/exec producer; Stefania Cervellin, line producer. Editorial Charlie Uniform Tango  Jack Waldrip, editor. VFX MPC LA Music stimmung

    ScreenWork Categories:Commercial
    Screenwork Type:Top Spot
    Video Tags:Antony Hoffman



    The Best Work You May Never See: Rodrigo Garcia Saiz Directs “The HInVisible Celebrity” To Address Spain’s Stigma Over HIV

    Wednesday, December 25, 2024

    Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”

    Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?

    The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.

    The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More

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