“It’s not that bad.”
We’ve all said it before, often while grinning through less-than-ideal life circumstances that could have been avoided if we’d known that there was a better option and that we didn’t have to settle.
The phrase serves as inspiration for the latest comedic campaign, “Not That Bad,” for Xfinity from agency Goodby Silverstein & Partners (GS&P), Directed by Spencer Riviera of O Positive Films, the spots in the campaign, including this one titled “Bear Trap,” depict the lives of people burdened by not just comical physical setbacks but also technological setbacks–namely, no home internet.
In this commercial, a father soldiers through life with a bear trap clamped to his leg, inadvertently ruining matters for himself, his family and even their dog.
“We wanted to capture comedic situations where the takeaway is ‘Oh, there’s an obvious, easy choice to be made here,’” said GS&P creative director Jon Wolanske. “We’ve all said ‘It’s not that bad’ about a life choice we know could have been improved upon. But when it comes to the protagonists you see in this campaign, no, it really is that bad. In more ways than one.”
CreditsClient Xfinity Agency Goodby Silverstein & Partners Margaret Johnson, chief creative officer; Jim Elliott, executive creative director; Jon Wolanske, Jon Wyville, creative directors; Matt Bottkol, copywriter; Grant Piper, art director; Jim Haight, director of production; Stephanie DeNatale, executive producer; Cindy Epps, sr. producer; Kelly Evans-Pfeiffer, deputy brand strategy director; Lyniece Hill, jr. brand strategist; Jane Warren, deputy director of research strategy; Maren Severtson, communications strategy director; Shneur Silverstein, communications strategist. Production Company O Positive Spencer Riviera, director; Kristian Kachikis, DP; Jason Reda, producer; Ralph Laucella, Marc Grill, exec producers. Editorial Hutchco Jim Hutchins, editor; Jimmy Hutchins, assistant editor; Jane Hutchins, exec producer. Telecine Company 3 Dave Hussey, colorist; Mario Castro, color producer. VFX/Finishing House of Parliament Lexi Stern, exec producer; Michael Novo, sr. VFX producer; Keith Sullivan, shoot supervisor/creative director; Philip Ineno, shoot supervisor. Music The Musicbed (licensed track). Sound Design Lime Studios Joel Waters, sound designer, creative director; Susie Boyajan, head of production. Audio Post Lime Studios Joel Waters, mixer; Collin Thomas, assistant mixer; Cassie Underwood, producer; Susie Boyajan, 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 brand’s 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 “A New York Minute,” 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 brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When 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 ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia 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 Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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