This intentionally inane tongue-in-cheek spot–in which a man and his young sidekick break into Bavarian dancing in a backyard–is part of Qualcomm’s “Ignore This” campaign from McCann NY.
The “Ignore This” premise is that a growing number of people don’t watch commercials during program breaks on TV. Instead, they’re likely on their smartphones to find something better to watch. But Qualcomm isn’t bothered a bit by this since it invented the technology that makes smartphones so indispensable. The company invented the “smart” behind the smartphone so no problem if you ignore its TV commercials.
Lance Acord of Park Pictures directed the “Bavarian Dance” spot which was edited by Matt Murphy of Exile.
Credits
Client Qualcomm Agency McCann NY Eric Silver, North American chief creative officer; Sean Bryan, Tom Murphy, co-chief creative officers, McCann NY; Bill Wright, global executive creative director; Vince Lim, creative director; Josh Grossberg, group creative director; Nathan Dills, copywriter; Nathy Aviram, chief production officer; Alexis Mead, sr. integrated producer. Production Park Pictures Lance Acord, director; Jackie Kelman Bisbee, Justin Pollock, exec producers; Anne Bobroff, head of production; Michaela Johnson, producer. Editorial Exile Matt Murphy, editor; Evyn Bruce, producer.
FCB Health New York, an IPG Health company, and SAFE Project have joined forces to create “The Snowball,” a short film that spotlights winter as a common catalyst for dangerous increases in alcohol consumption. In collaboration with creative studio LOBO, “The Snowball” combines a compelling visual metaphor with cutting-edge animation and a haunting soundtrack from Billie Holiday.
As millions embrace “Dry January,” the onset of colder, shorter winter days still leads to an uptick in alcohol misuse, which can lead to liver cirrhosis and other medical maladies and dangerous consequences for one’s life. Speaking to casual drinkers, “The Snowball” visually illustrates how anyone is at risk of becoming addicted to alcohol during this time of year when external climate variables can lead to excess consumption, even if the drinker does not immediately realize it.
Making good on the metaphor, the film follows one man as a quick liquor run gradually devolves into a full-blown addiction as a snowball gradually grows beside him, engulfing his whole life and eventually causing his demise. Set to the tune of Billie Holiday’s “Everything I Have Is Yours,” the film’s pathos is drawn from the sonic integrity of Holiday’s original recording maintained in the sound design as well as the singer’s tragic battle with substance abuse.
This entirely animated film was created using a hands-on, collaborative process rooted in traditional animation techniques, with every aspect of the artwork creation, design, and craftsmanship crafted entirely by human hands. AI-driven tools and processes were brought in during the animation rendering stage, helping the film achieve a distinct visual style that would have been difficult to achieve through... Read More
