Willy Wonka’s Chocolate Factory has a new secret ingredient: workflows from ServiceNow, an enterprise tech company as introduced in this spot from BBDO San Francisco.
Although Wonka’s world from the mind of Roald Dahl is fantastical, the results thanks to the transformational power of ServiceNow workflows are very real indeed. They’ll simplify Wonka’s supply chains and IT management, and provide employee experiences for his magical, giant geese. This spot also introduces us to Wonka’s new CRO (chief reality officer) named Maxine, a workflow expert who is excited to be singlehandedly doubling Wonka’s C-suite.
Directed by Daniel Kleinman of production house Rattling Stick with visual effects from Framestore, this hero :60, part of a package of spots, centers on a Wonka character that rings true even in 2021.
CreditsClient ServiceNow Agency BBDO San Francisco Kate Catalinac, creative director/copywriter; Corinne Goode, creative director/art director; Patti Bott, Stephen Spesh Kay, executive producers. Partner The Roald Dahl Story Company Alice O’Brien, sr. partnerships manager; Clare Jones, campaign manager; Grace Tedstone, partnerships. Partner Warner Bros. Sara Berba, VP, global product & licensed advertising; Greg Bass, campaign manager. Production Rattling Stick Daniel Kleinman, director; Jeff Shupe, exec producer; Johnnie Frankel, producer; James Hatcher, line producer. Editorial Work Editorial Jono Griffith, Leah Turner, editors; Miles Watson, Sidney Williams, assistant editors; Marlo Baird, exec producer; Brian Scharwath, producer. Postproduction Framestore Alex Thomas, creative director; Pete King, exec producer; Carla Attansio, director of production; Jeff Atherton, producer; Christian Nielsen, CG supervisor; Diego Bonora, production coordinator; William Barltett, set supervisor; Beau Leon, colorist; Cosku Ozdemir, effects; Gabriela Ruch Salmeron, groom; Paul Chandler, concept; Alejandro Villabon, lead compositor; Sarah Marikar, Flame. Music SOUTH Music & Sound, Santa Monica, Calif. Jimmy Haun, Jon Darling, composers; Robin Holden, arranger; Dan Pritikin, Matt Drenik, creative directors; Ignacio Zas, producer; Ann Haugen, exec producer. Sound Design LSD, Santa Monica, Calif. Rohan Young, sound designer. Audio Post Lime Studios, Santa Monica Rohan Young, engineer, Susie Boyajan, exec producer; Kayla Phungglan, sr. producer.
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More