CP+B has turned out its first national TV campaign for letgo, introducing the mobile marketplace app to U.S. audiences. The app allows users to post, buy, sell and communicate with each other instantly.

The campaign uses extreme situations to show how irrational we can be when it comes to our emotional attachments to material possessions. In this launch spot, titled “Cliff,” that insight is dramatically demonstrated by a guy who won’t let go of his bowling ball–even though he is in a most precarious position which would dictate that he should release the ball in order to save his life.

The three-spot campaign was directed by Noam Murro of Biscuit Filmworks. “Cliff” premiered on Oct. 11 during the season premiere of AMC’s The Walking Dead. The next two letgo spots will be rolled out in the coming weeks.

Credits

Client letgo, Inc. Agency CP+B Miami Gustavo Sarkis, executive creative director; Jeff Siegel, Alvaro Ramos, associate creative directors; Kate Hildebrant, VP/director of video production; Annie Turlay, integrated producer; Marco Vidalis, jr. integrated producer; Andrew Hamm, music supervisor; Marshall Mann, content supervisor; Mary Anne Kavjian, content manager. Production Biscuit Filmworks, Los Angeles Noam Murro, director; Shawn Lacy, managing director; Colleen O’Donnell, exec producer; Rachel Glaub, Mercedes Allen, heads of production; Jay Veal, producer; Jennifer Berry, production supervisor; Eric Schmidt, DP. Editorial Bikini Edit, New York Avi Oron, editor; Tiffany Chang, assistant editor; Gina Pagano, exec producer. Music JSM, New York Joel Simon, chief creative officer/composer; Seamus Kilmartin, composer. Sound Design/Mix Barking Owl, Los Angeles Michael Anastasi, sound designer; Romel Molina, mixer. VFX The Mill Los Angeles Sue Troyan, sr. exec producer; Tim Davies, creative director, head of 2D; Dan Roberts, sr. producer; Koen Vroeijenstijn, VFX supervisor

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