This Donate Life PSA promotes organ donation by introducing us to Coleman F. Sweeney, billed as the world’s biggest a-hole. Portrayed by actor Thomas Jane, Sweeney is mean, belligerent, crude and someone you would want no part of. His behavior is front and center in this spot. Yet when he dies, we finally see something redeeming about him–he had signed up to be an organ donor and we see the good that results as his various organs give a new lease on life to others.
This online piece shows us how easy saving a life can be, pointing out that almost anyone can do it–even the world’s biggest a-hole. The fact is that one person can help save and heal more than 50 lives through organ, eye and tissue donation.
Speck and Gordon of production house Furlined directed this comedically poignant online film–titled The World’s Biggest Asshole–conceived by a creative ensemble at The Martin Agency.
Credits
Client Donate Life Agency The Martin Agency Joe Alexander, chief creative officer; Wade Alger, David Vogeleer, Brig White, Miranda Morgan, copywriters; Will Godwin, designer; Jill McGrath, sr. digital producer; Steve Humble, broadcast producer. Production Furlined Speck and Gordon, directors/exec producers; Diane McArter, president/exec producer; David Thorne, sr. exec producer; Jay Wakefield, exec producer; Greg Schultz, line producer; Jeff Cutter, DP; Andrew Reznik, production designer. Editorial Cut+Run Graham Turner, editor; Carl Schilling, exec producer, editorial. Color/VFX The Mill Adam Scott, colorist; Thatcher Peterson, exec producer, color; Robin McGloin, lead Flame artist; Don Kim, additional 2D artist; Jordan Sharon, VFX producer; Tim Davies, VFX supervisor; Pat DeVaney, production coordinator. Sound Design Lime Studios Jeff Malen, sound designer; Susie Boyajan, exec producer, sound. Music Duotone Audio Group, bicoastal David Leinheardt, managing director; Jack Livesey, Peter Nashel, executive creative directors; Ross Hopman, exec producer/arranger; Jordan Lieb, arranger. Giovanni Lobato, producer; Music composed by Coldplay and performed by Civil Brother Audio Post Lime Studios, Santa Monica Jeff Malen, mixer Performers Thomas Jane as “Coleman Sweeney”; Will Arnett, voiceover.
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.”
