David Shane of O Positive directed this spot which asks what life would be like if a horn tooted just when you’re about to go too far. We see a guy benefiting from that audio alarm on various occasions–when he’s about to go all in at the casino gaming table but then pulls back his chips when he hears otherwise; when he opens his mouth for a french kiss only to pull back from his date at the sound of the horn; even when he’s about to spray some cologne on his nether region before the telltale sound causes him to stop. While a fantasy, this feature becomes reality as part of the Altima’s maintenance system. Agency is TBWAChiatDay, Los Angeles.
Credits
Agency: TBWAChiatDay, Los Angeles Rob Schwartz, chief creative officer; Tito Melega, Karl Dunn, creative directors; Bill Hornstein, sr. art director; Joao Medeiros, art director; Alex Goulart, copywriter; Joel Weeks, director of product strategy; Dan Hauck, planning director; Richard O๏ฟฝNeill, executive director of integrated production; Elaine Hinton, executive broadcast producer; Jeff Yee, sr. broadcast producer. Production Company: O Positive Films David Shane, director; Marc Grill, executive producer; Sebastian Pfaffenbichler, DP. Editorial: Venice Beach Editorial Dan Bootin, editor Postproduction: Company 3 Los Angeles Stefan Sonnenfeld, colorist Visual Effects: MPC (The Moving Picture Company) Jenny Bright, animation prducer. Audio: Play John Bolen, mixer.
Screenwork Type:Top Spot
NHS, M&C Saatchi UK and Director Fern Berresford Capture “That Feeling” For Early Detection Of Breast Cancer
NHS (National Health Service) England rolled out this PSA titled โThat Feeling,โ part of its first-ever national campaign designed to encourage women to screen for breast cancer.
Directed by Fern Berresford of Rogue Films for agency M&C Saatchi UK, the spot taps into the universal moment of relief women feel when removing their bras after a long day. This serves as a metaphor for the reassurance and sense of control women feel after attending a breast screening--a step that could help detect breast cancer before symptoms appear.
The :30 captures women of diverse ages, ethnicities, and body types in this intimate and relatable moment, paired with messaging about the life-saving benefits of screening. The spot is accompanied by Wilson Pickettโs upbeat track, โLand of 1000 Dances.โ
Amy Parkhill, creative at M&C Saatchi UK, said, โThereโs no better feeling than taking your bra off at the end of the day. The relief from being held in (and up) for hours. We wanted to use that relatable and universal truth and apply it to getting your breast screening sorted. To be free from putting it off and to know youโve done everything in your power for your health. We kept the visual storytelling as authentic as the insight, opting for people and places that represent those we know and love.โ
Parkhill continued, โItโs the positive and uplifting piece we hoped it would be, and we arenโt even sick of the song yet!โ
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