Director John Bonito, known for his work in comedy, sports and action, has signed with The Joneses for exclusive representation in commercials. Bonito, whose work also includes network promos and features, has directed recent ads for such brands as Zyrtec, Doritos and Pep Boys. His most recent project was a global broadcast and online campaign for Unilever and NBC/Universal launching the former’s new product, Clear Shampoo.
Mel Gragido, executive producer of The Joneses, called Bonito a storyteller par excellence who brings a rare combination of wit, design and intelligence to his narratives. “He has enormous talent that hasn’t been fully tapped,” Gragido says. “Given the right opportunities, there is no limit to what he can achieve.” Gragido added that Bonito’s experience in working with celebrities is another big plus.
For his part, Bonito said that he was seeking broader exposure in the advertising industry and felt that Gragido had both the right strategy and the necessary resources to help him reach that goal. “Mel is intelligent, sincere and extremely motivated,” he notes. “We clicked immediately.”
Bonito’s current work for Unilever and NBC/Universal (produced via Moving Parts and Executive Producers Matt Van Buren and Chad Cooperman) consists of a series of broadcast spots and web-based videos. The online component, which is appearing on NBC.com, MyStyle.com, Oxygen.com, Eonline.com, Bravotv.com and DailyCandy, centers on a fictional couple with gorgeous hair with viewers having the ability to control the narrative by selecting from a variety of plot options. 30 Rock’s Jane Krakowski, What Happens Live’s Andy Cohen and Saturday Night Live alum Tim Meadows appear in the campaign.
Bonito began his career with NBC where he wrote and edited most of his directing assignments, and eventually rose to Director of Special Projects for The NBC Agency. During his ten years with the network, he won numerous creative awards, including the Brandon Tartikoff Award, given annually by Promax and the Broadcast Design Association to honor the best marketing and design in entertainment advertising. In 2006, Bonito was tapped by Twentieth Century Fox to direct his first feature, the action/ comedy The Marine.
Bonito began directing commercials via Hollywood production company, Level 7. He was later repped by Go Film. Bonito’s comedic skills, well-honed from his days at NBC, translated well into commercial advertising and resulted in a series of successful campaigns, many involving high-profile celebrities. He directed Ron Perlman in a series of hilarious ads for the movie Hellboy II in which the actor, in his role as the film’s title character, has scenes with James Lipton and other well-known television personalities.
The Joneses is located at 1501 Colorado, Suite C, Santa Monica, California 90404. For more information, call 310.656.8300 or visit www.thejoneses.tv.
