Team One, Publicis Group’s agency for premium brands, created this commercial for the 2023 Lexus RX which plays on the universal appeal of The Wizard of Oz. The spot features a family resembling the movie characters in the new Lexus RX and asks what if Dorothy had ignored the advice to “follow the yellow brick road” and took the road less traveled instead? Like the all-new 2023 RX, “Unfollow” reimagines what is possible with a modern interpretation of one of the most celebrated films of all time.
Hanna Maria Heidrich via production house RESET directed “Unfollow.” She is an alum of SHOOT’s 2012 New Directors Showcase.
Credits
Client Lexus Agency Team One Julie Michael, CEO; Chris Graves, chief creative officer; Jason Stinsmuehlen, executive creative director; Britt Wilen, creative director/copywriter; Philipp Dietz, creative director/art director; Neil Cleary, sr. music supervisor; Julie Bedard, sr. project manager; Mark Savage, sr. manager, product insights; Sam Walsh, director, content production; Leah Bohl, associate director, content production; Jenny Valladares, sr. producer; Ann Truong, sr. content producer. Production RESET Hanna Maria Heidrich, director; Dave Morrison, managing director; John Moran, head of production; Jen Beitler, Michael Garza, exec producers; Matt Wersinger, producer; Roman Vasyanov, DP; Meghan McClure, production designer. Editorial Cabin Rami D’Aguiar, editor; Katie Pehowski, assistant editor; Adam Becht, exec producer; Carr Schilling, managing director; Dale Nicholls, sr. producer. VFX JAMM Visual Effects Benoit Mannequin, VFX supervisor/lead compositor; Tim Robbins, Patrick Munoz, Diego Vazquez, Max Harris, Michael Parkinson; Sam Shiflett, Flame artists; Brandon Kachel, matte painter; Anna Dood, producer; Anne-Marie DePauw, production coordinator; Asher Edwards, exec producer. VFX Tilt-Shift, LA Felix Urquiza, creative director; Shelby Wong, head of production; Michael Johnson, CG supervisor; Joel Binder, VFX producer. Color JAMM Visual Effects Adam Scott, colorist; Carver Moore, color assist; Jon Lzar, color producer. Music Squeak E. Clean Studios Michael Gross, executive creative producer; Rob Barbato, executive creative director; Julie B. Nichols, creative director; Max Taylor, sr. producer; Zac Colwell, composer. Music “Follow the Yellow Brick Road” by Harold Arlen & E.Y. Harburg (courtesy Sony ATV Music Publishing/Disney Music Group,) performed by Squeak E Clean Music. Audio Post Margarita Mix Santa Monica Whitney Morris, exec producer; Brian Frank, operations manager; Bruce Bueckert, mixer; Mike Murzyn, Sean Melia, Zach Olson, assistants.
Women athletes can’t stand out--or so they’re told. They can’t have an attitude. Can’t deliver. Can’t fill a stadium. They can’t speak up, flex or make demands. And they can’t show off or break records.
Nike has a dramatically different perspective, offering a call to athletes across the globe: Do it anyway--and redefine the expectations of sport along the way.
Together with Nike, Wieden+Kennedy Portland unveiled a :60 anthem, “So Win” during Super Bowl LIX--the brand’s first time back in the Big Game since 1998. The work speaks directly to athletes who win, lead and dominate despite constantly being told how they should act, what they can’t do, and who they can’t be.
Voiced by Doechii and directed by Kim Gehrig of production company Somesuch, the campaign highlights the driving story of today: the outstanding rise of women athletes. From record-breaking viewership to sold-out stadiums, women’s sport isn’t just growing--it’s created an undeniable energy that’s expanded the athletic landscape, showing a new picture of achievement and strength that reflects the power, skill and promise of these athletes putting in the work.
Sabrina Ionescu, Jordan Chiles, Caitlin Clark, Sha’Carri Richardson, A’ja Wilson, Sophia Wilson and several others from Nike’s iconic roster of athletes encourage everyone to block out the noise, dig in and let their hard work speak for itself.
Through “So Win,” Nike’s stance is clear: There’s nothing wrong with wanting to be the best. Demonstrated through their everyday expression of confidence and their groundbreaking achievement in sport, these athletes prove what’s possible when you embrace your full power.
