Ulf Johansson of Smith & Jones Films directed this spot in which father and son bond, with the former explaining to the latter why he loves Jell-O pudding. The boy then pictures himself in the scenarios being related by his dad–another nightmarish day at work, which takes its toll sort of like the process of erosion, akin to the father losing a little hair on a daily basis. Agency is CP+B.
Credits
Agency: Crispin Porter + Bogusky Rob Reilly, chief creative officer; Tony Calcao, exec VP/executive creative director; Andrew Ure, Matt Denyer, VP/creative directors; Josh Gross, associate creative director/art director; Noah Will, sr. copywriter; Chad Hopenwasser, VP/head of video, integrated; Aymi Beltramo, VP/executive integrated producer. Postproduction: Company 3 Siggy Ferstl, colorist. Visual Effects: Method Claus Hansen, Noah Caddis, lead compositors; Rob Hodgson, VFX supervisor; Robert Owens, exec producer; Paula S. Jimenez, post producer Music: Beacon Street Studios Andrew Feltenstein, John Nau, composers; Leslie DiLullo, music producer. Audio: Lime Studios Mark Meyuhas, audio engineer; Matt Miller, audio engineer’s assistant; Jessica Locke, mix producer.
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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