Marriott International launched a global marketing campaign introducing Marriott Bonvoy, the new loyalty platform taking the place of Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest (SPG) during a dedicated 60-second commercial pod. Celebrating the travel program with the tagline “Rewards Reimagined”, the campaign includes a series of whimsical television spots directed by Independent Media’s Oscar-nominated filmmaker Jean-Pierre Jeunet (Amélie) in conjunction with Marriott Creative and Content Marketing and the agency Observatory Marketing.
Credits
Client Marriott International Agency Observatory Jae Goodman, CEO; Stevie Laux, Joe Saroufim, creative directors; Bianca Pettinichi, sr. art director; Carly Allen, sr. producer; Tony Fur, co-chief branding officer; Maddie Avjean, jr. designer; Charles Long, jr. copywriter. Production Independent Media Jean-Pierre Jeunet, director; Janusz Kaminski, DP; Susanne Preissler, exec producer/managing director; Liam Ahern, exec producer. Editorial Arcade Edit Paul Martinez, editor; Dean Miyahira, assistant editor; Damian Stevens, managing partner; Crissy DeSimone, exec producer; Kristen Thon-Webb, head of production; Sarah Schachte, producer. Color Technicolor Mike Hatzer, colorist; Bob Peishel, producer. VFX MPC Jim Spratling, head of 2D/compositor; Benji Davidson, 2D lead; Lexi Stearn, exec producer, VFX; Therese Mayer, producer; Meghan Lang, exec producer, telecine.
Media Type:Commercial: Television
ScreenWork Categories:Commercial
Top Spot of the Week: Apple, TBWA\Media Arts Lab L.A., Director Henry-Alex Rubin Tug At The “Heartstrings”
Apple’s holiday ad--“Heartstrings,” launched ahead of International Day of Persons with Disabilities--introduces us to a father with mild-moderate hearing loss. But thanks to the clinical grade Hearing Aid feature on AirPods Pro 2, he can now hear his daughter playing the Crosby, Stills, Nash & Young classic “Our House” on her new guitar, just unwrapped on Christmas morning. The breakthrough ability to hear clearly is all the more impactful in that it comes after we journey with the dad down memory lane as he recalls his daughter’s first guitar, her birthday, her first day of school--though the sound of his flashbacks is muffled. But once he activates the Hearing Aid feature, dad can properly hear his daughter in the present--and with that even the memories can be heard clearly. “Heartstrings” was directed by Henry-Alex Rubin of production house SMUGGLER for TBWAMedia Arts Lab Los Angeles, with sound design by three-time Oscar winner Paul N.J. Ottoson who helps us experience the father’s hearing loss and then its restoration. (Ottoson won two Oscars for The Hurt Locker--for best sound mixing and best sound mixing--and another for best sound editing for Zero Dark Thirty.) Read More
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