A man on his morning walk passes by a lawn sale with a table containing various sundry items. He trips and stumbles, knocking into the table, sending its contents along with him down a steep hill to gather even more items and people in what is a building “snowball” of humanity and inanimate objects.
Becoming part of this ball are pedestrians, a line of motorcycles, a minivan, an entire wedding party, even a bicyclist who tries to peddle away but to now avail. Finally this humongous ball hits a building and disperses, with the people able to walk away relatively unscathed and most of the objects looking pretty much intact. A voiceover relates, “When your insurance is in-synch, you can roll with anything.”
Credits
Agency: Fallon Minneapolis Kerry Feuerman, creative director; Todd Riddle, group creative director James Zucco, art director; James Bray, copywriter; Vic Palumbo, director of broadcast/executive producer; Kate Talbott, executive producer; Jim Haight, assistant producer. Production Company: MJZ Dante Ariola, director; Jeff Scruton, executive producer; Natalie Hill, producer; Toby Irwin, DP. Editorial: Whitehouse Post Productions, Santa Monica Russell Icke, editor; Joanna Manning, James Turner, assistant editors; Sue Dawson, executive producer; Joni Wright, producer. Postproduction: Company 3 Los Angeles Stefan Sonnenfeld, colorist Visual Effects: Weta Digital Dan Lemon, visual effects supervisor; Eileen Moran, effects producer; Marvin Young, digital producer; Kevin Sherwood, on-set digital producer; Chris White, digital effects supervisor; Paul Story, animation supervisor; Michael Pangrazio, art director; Matt Mueller, on-set surveyer/photographer; Michael Sarkis, on-set surveyor;
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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