A gamer is seated on the couch, transfixed on a video game. He tells his roommate, who’s just come home from work, that a package came for him. The roomie doesn’t look too pleased that the box–a delivery order from Frys.com (the online site of regional retailer Fry’s Electronics)–has been opened, but a smile comes to his face when he looks at the contents. He then exits out of sight into the adjoining room. Suddenly all the power goes out and a bright light flashes. The roommate disappears. Turns out the component from Frys.com was the missing piece to a time travel machine. An end tag identifies the sponsor, Frys.com, accompanied by the slogan, “Welcome home, tech heads.”
Credits
Agency: DGWB Advertising & Communications Jon Gothold, executive creative director; Dave Swartz, John Zegowitz, creative directors; Joe Cladis, associate creative director/art director; Steve Harbour , creative director/copywriter; Stan Chow, designer, Scott Seltzer, producer. Production Company: Zoo Simon West, director; Gower Frost, executive producer; Dawn Fanning/ prdoucer; Matthew Libatique, DP. Editorial: Babbage Industries, Santa Monica T.G. Herrington, editor Postproduction: The Syndicate Beau Leon, colorist Visual Effects: The Syndicate Verdi Sevenhuysen, Flame/visual effects artist; Kim Evans, producer. Sound Design: Stimmung Reinhard Denke, sound designer
Audio: Eleven Jeff Payne, 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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