This :60 titled “The Return” opens on a distraught woman in her home, surrounded by family, her husband lost in the woods. An FBI agent paces the room as the woman looks at photos of her missing loved one. The agent sighs and lets her know that her husband’s car was found in bear country.
Finally, though, everyone is relieved as her husband limps in the door and hugs her. It’s an emotional return–until she smells him. “Three days…and you come home smelling like a piรฑa colada,” she says in disbelief. He explains: “That’s my Native deodorant. You SAW me put it on.” It’s been 72 hours, and she can’t believe it. She wants to know who he’s been with. “The things I did to get back to you, honey,” he says as his wife cries. The agents hold him back. Clean ingredients for 72 hours? It doesn’t add up!
Agency VCCP created this spot, one of two in a campaign for P&G personal care brand Native. Both commercials were directed by David Shafei of production house World War Seven.
Joel Kaplan, executive creative director at VCCP, said, “Native is so effective that some people have trouble believing their 72-hour odor protection claim. When we conceived the idea to show that it wasn’t the wearer who was in doubt, but those surrounding the wearer, the whole ‘unbelievable’ idea started feeling fresh and hilarious.”
CreditsClient Procter & Gamble/Native Agency VCCP US Joel Kaplan, executive creative director; Naomi Duckworth, creative director; Caroline Johnson, sr. copywriter; Kate Degen, sr. art director; Nikki Castillo Sikes, executive producer; Zach Zutler, sr. producer. Production World War Seven David Shafei, director; Jason McCormick, DP; Sloane Skala, exec producer; Michael Mitchell, line producer. Editorial Cabin Chan Hatcher, Nick Divers, editors; Molly Dollinger, Chris Messier, David Soto, assistant editors; Lisa Barnable, head of production; Adam Becht, exec producer; Grace Hammerstein, producer. Sound Design & Mix Lime Studios Jeff Malen, Dave Wagg, mixers; Matthew Conzelmann, audio assistant; Susie Boyajan, exec producer. Color Picture Shop Tim Stipan, colorist; Kalvin Johnson, color assist; Jennifer Heeber, producer. Online Shape and Light Aidan Thomas, creative director; Denley Ryan, Sam Kolber, lead Flame artists; Austin Lewis, Eugene Vernikov, Flame assists; Jade Fuller, Arielle Weir, VFX producers; Crystal Rossmann, exec producer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brandโs story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled โA New York Minute,โ the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brandโs own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuriโs jewelry makes an appearance as the best supporting actor.
โWhen I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a โcampaignโ could be,โ said Jacob Jordan, chief brand officer, Mejuri. โGia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuriโs values of celebrating women as their truest selves. I canโt wait for us to continue to tell the next chapters of this story.โ
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