This spot introduces us to a nine-year-old lad who’s a fan of the NBA World Champion Golden State Warriors. Receiving a post-game high five from Warriors star Andre Iguodala, the boy is protective of that slapped hand as he tries to preserve the magic of his hero’s touch. The youngster does his chores, dribbles a basketball, even plays the tuba–all without using that same hand.
Matt Aselton of Arts & Sciences directed “Hands” for ad agency Translation. The ad promotes the launch of NBA Saturday Primetime games beginning January 23 on ABC-TV.
Credits
Client National Basketball Association (NBA) Agency Translation John Norman, chief creative officer; John Greene, chief strategy officer; Betsy Decker, executive creative director; Matthew McFerrin, Armando Samuels, group creative directors; Max Hoch, copywriter; Manuel Urbanke, art director; Miriam Franklin, director of content production; Kristen Cooler, content producer; Tim Flood, Lindsey Neeld, strategy. Production Arts & Sciences Matt Aselton, director; Benn Martenson, DP; Mal Ward, Marc Marrie, exec producers; Zoe Odlum, line producer. Editorial Arcade Edit Geoff Hounsell, editor; Sam Barden, assistant editor; Sila Soyer, post executive producer; Fanny Cruz, post producer. VFX Arcade Edit Tristan Wake, VFX artist; Sila Soyer, exec producer; Fanny Cruz, VFX producer. Audio Post Heard City Phil Loeb, mixer; Gloria Pitagorsky, exec producer; Sasha Awn, producer. Music “(You’ve Got) The Magic Touch,” performed by The Platters.
Plant-based food brand THIS™ is bringing its trademark humor to TV screens during Veganuary with the debut advertising campaign from its new creative agency, London-based St Luke’s.
Centerpiece of the campaign is this film directed by Glenn Kitson through St. Luke’s in-house production studio, Apostle Studios.
Shot in a mockumentary style complete with hand-held camera work on 35mm film, it stars a glamorous and very upbeat real estate agent who loves being at the top of her profession. She then reveals how after just one taste of the juicy, award-winning THIS™ Isn’t Pork Sausages, things changed. If meat-free sausages can taste this good, she reasons, then absolutely anything is possible. And with a flash, our estate agent has decided to become a wingsuit flyer--with somewhat unfortunate consequences.
Nonetheless, she remains cheerful, and the film finishes with the line “THIS Changes Everything*” along with a disclaimer that “everything” does not include wingsuit flying abilities.
