Life without Yahoo! is then replaced by life with Yahoo! in this spot in which a car passenger talks to the driver, alluding to a consumer product recall. At this point, the airbag activates for no apparent reason, propelling the driver out the rear window and into the street. Next, we repeat the conversation, except this time the driver heard about the product recall via Yahoo!, had brought his car in for repair and remains safe and sound behind the wheel.
Credits
Agency: Soho Square Jeff Curry and Andy Berndt, group creative directors; Chris Curry, creative director/art director; Bobby Hershfield, senior copywriter; Mark Svartz, copywriter; Josh Rosen, art director; Patti McConnell, executive producer; Melissa Mapes, producer. Production Company: MJZ Craig Gillespie, director; Wyatt Troll, DP; Lisa Rich, executive producer; Deb Tietjen, producer. Shot on location in Van Nuys, Calf. Editorial: Bikini Edit Avi Oron, editor. Postproduction: Nice Shoes Lez Rudge, colorist. Visual Effects: Sight Effects Inc,Super Fad Adrian Hurley, VFX supervisor; Melissa Davies, executive producer; Korey Cauchon, producer; Sal Hayden, Shun Imaizumi, John Jenkins, Jason Mortimer, CGI artists; Chris Steven, Jennifer German and Joana Cruz, Inferno artists.,Amy Selwocki and Christina Roldan, producers; Marisol Baltierra and Juan Sanabria, graphic designers/animators. Sound Design: Elias Arts Dean Hovey, sound designer. Audio: Sound Lounge Philip Loeb
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.”
Read MoreMySHOOT Profiles
Add A Comment