Premium:
Welcome to The Drum's US Creative Works in partnership with Workfront.
As always, this section is dedicated to showing the best creative work in North & South America and gives you, the reader, the chance to decide which work we feature as our US 'Creative Work of the Week.'
To vote for your favorite, make sure you click on the stars. The winner will be chosen based on the average rating and the number of votes cast. Voting closes on Wednesday, April 12.
Pereira & O'Dell: Realtor.com 'The not-yous'
Agency: Pereira & O'Dell
Client: Realtor.com
Date: April 2017
Elizabeth Banks has been bringing her high-strung, quick-witted sense of humor to Realtor.com's campaigns for the past three years, and the site’s latest effort is no different: in a series of spots, the actress explains to new homeowners that the hordes of strangers following them around are simply “not-yous,” or people who failed to land their dream home because they didn’t use Realtor.com.
Six TV spots mark the launch of the brand’s latest campaign, ‘Own Home,’ which will also include a digital video series and social integrations. The campaign follows last year’s ‘Dream Home. Find Home. Own Home’ effort, which included quirky spots that featured Banks invading the dreams of prospective homebuyers.
The brand’s latest campaign is kicking off with a 60-second TV spot called ‘The not-yous’ that will air on channels including CBS, HGTV, Bravo and TBS. In the commercial, a man clad in jeans and a jean jacket is seen walking down a city street with a cup of coffee. Throughout the spot, the man becomes increasingly confused when he realizes that dozens of similarly dressed men - who are also holding coffee - are following him as he makes his way to his newly-purchased home. When he finally arrives at his new house, Banks greets him at the door before commenting on the many “not-yous” she sees standing outside. The ad ends with the message, “Find your dream home before not-you finds it.”
Other spots in the campaign, which was created by Pereira & O'Dell New York, feature the 30 Rock star explaining to new homeowners why they’re being followed around by “not-yous.” In one, Banks irritates an elevator full of women when she loudly whispers to her friend that they’re all just a bunch of “not-yous,” or people that wanted the condo that her friend was able to snag by using Realtor.com.
Andrew Strickman, head of creative at Realtor.com, said that the core insight behind this campaign is that “there are many people out there with the same imagined dream home as you, and you need the advantage of Realtor.com to actually find and own your dream home.”
“We want the concept of the not-yous to enter the cultural lexicon… because even when we talk about the not-yous related to homebuying, they are relevant in all walks of life,” he said, which could explain why the term “not-you” was not-so-coincidentally added to Urban Dictionary last month.
Strickman said that the brand’s campaigns over the last few years have largely focused on increasing overall awareness of the site and driving audience growth, but with its latest effort, the site is hoping to take things one step further by encouraging potential homebuyers to think of Realtor.com first when they begin their search. According to Strickman, traffic to realtor.com has increased more than 50% since the brand started working with Banks in early 2015.
“We now are focused on broadening our reach to compel consumers to think of Realtor.com first when they want to dream about, find or own a new home,” he said. “Strengthening that top-of-mind awareness, while increasing other funnel metrics are core to our objectives, and bringing Realtor.com further into the cultural zeitgeist will occur as more people hear about and latch on to the not-you concept.”
Since Realtor.com bills itself as “the most comprehensive source of for-sale real estate listings, updated every 15 minutes," executive creative director of Pereira & O’Dell Dave Arnold said that the agency wanted to create a campaign that would relay these brand attributes in a memorable way.
“The teams this year had a lot of great ideas that answered our brief to give meaning and reason to Realtor.com's core differentiator of more homes updated more often. But one idea this year really stood out - the idea that someone who isn't you also wants the home you want,” he said. “And since fear of missing out on your dream home is real, the idea of introducing a not-you was immediately funny when we explained it to people. We didn't need scripts for people to get it. All we had to say was ‘find your dream home before not-you finds it.'"
Credits:
Loading...
TBWA\Media Arts Lab: Apple 'Live Bright'
Agency: TBWA\Media Arts Lab
Client: Apple
Date: April 2017
Apple has released a colorful, vibrant spot for its Apple Watch 2 Series that’s centered around all of the different ways people can use the technology to live more active lifestyles.
Called ‘Live Bright,’ the upbeat ad features the Beyoncé song “Freedom" featuring Kendrick Lamar and has a similar feel to the ‘Go Time’ ad that Apple released last fall to launch Series 2.
The spot opens with a woman sitting at an office desk who has just received a message on her Apple Watch that says “Time to stand!” Once she stands up, her movement kicks off a series of playful sequences that show people doing things like backpacking, playing basketball, running and jumping rope.
The ad is particularly focused on showcasing the Apple Watch’s waterproof capabilities, with a good number of the scenes dedicated to showing people using the watch while they swim, play with water balloons and watch fireworks while in the ocean.
According to Apple’s agency Media Arts Lab, the goal of the spot is to bring “a renewed sense of energy to inspire your active lifestyle this Spring.”
“Whether it is nudging you to stand up and walk away from your desk, challenging you to be a little more active throughout the day, pushing you through a difficult work out or reminding you to breathe and relax, the Apple Watch Series 2 helps you stay active and live a healthy life,” the agency said in a statement.
Credits:
Loading...
Droga5: Quilted Northern 'uSit – World’s first biometric bathroom device'
Agency: Droga5
Client: Quilted Northern
Date: April 2017
Society has become so obsessed with wearables that even dogs now have their own personal activity tracking collars. To poke a little bit of fun at our fixation with tracking everything from steps to REM cycles, toilet paper brand Quilted Northern has created a bathroom visit tracker called uSit for April Fool’s Day.
Created by Droga5, the uSit belt purportedly collects bathroom data like frequency, duration and exertion levels. According to Quilted Northern, the tracker also lets users share progress on social media as well as challenge family and friends.
The device also “rewards” users with colorful badges when they meet their daily goals, and there’s even a feature called “Go Coach” that serves to motivate users during their tougher toilet sessions.
In a fake promotional video, the brand explains how uSit, the “world’s first biometric bathroom tracker,” can be incorporated into a person’s everyday life. (There’s even a uSit mini available for babies).
This isn’t the first time that the Georgia-Pacific brand has played a prank on April Fool’s Day. Last year, the brand rolled out a line of artisanal toilet paper called ‘Rustic Weave.’ In a promo video for the “tree-to-toilet” product, hipsters are seen making “hand pulped, hand perforated toilet paper.”
Credits:
Loading...
BBDO Toronto: Snickers 'Hunger Vision'
Agency: BBDO Toronto
Client: Snickers
Date: April 2017
Snickers’ latest riff on its ongoing ‘You’re Not You when You’re Hungry’ campaign features a basketball fan whose hunger has made him delusional enough to think that his pudgy friend looks like six-foot-three Toronto Raptors point guard Cory Joseph.
Created by BBDO Toronto, the ad stars Joseph himself as he helps the man snap back to reality by handing him a Snickers bar. Once the man takes a bite of the Snickers, he realizes that his friend actually looks nothing like Joseph.
The Canadian installment of ‘You’re Not You When You’re Hungry’ is part of a larger partnership between Snickers and the MLSE-owned Toronto Raptors. Last year, the Mars-owned brand was named the official chocolate of the Toronto Raptors.
The ad, which will run during games on broadcast and online, marks the first time that an original, English-speaking television spot for the brand was developed in Canada. The ad was directed by director duo Ben/Dave of Toronto-based Partners Films.
Credits:
SVP, Executive Creative Directors: Todd Mackie, Denise Rossetto
Senior Copywriter: Matt Hubbard
Senior Art Director: Mike Schonberger
Agency Producer: Beatrice Bodogh
Account Director: Rachel Selwood
Production Company: Partners Film
Directors: Ben/Dave
DOP: Mikhail Petrenko
Executive Producer: Gigi Realini
Producer: Kellyann Murphy
Editing: Saints
Editor: Robin Haman
Transfer: Alter Ego
Online Editor: Eric Perrella
Music: Ricochet Audio
Audio Production Manager: Mike Rosnick
Senior Copywriter: Matt Hubbard
Senior Art Director: Mike Schonberger
Agency Producer: Beatrice Bodogh
Account Director: Rachel Selwood
Production Company: Partners Film
Directors: Ben/Dave
DOP: Mikhail Petrenko
Executive Producer: Gigi Realini
Producer: Kellyann Murphy
Editing: Saints
Editor: Robin Haman
Transfer: Alter Ego
Online Editor: Eric Perrella
Music: Ricochet Audio
Audio Production Manager: Mike Rosnick
Loading...
FCB Canada: Bank of Montreal 'Weightless'
Agency: FCB Canada
Client: Bank of Montreal
Date: April 2017
Paralympic wheelchair racer Josh Cassidy is seen floating in a simulated zero-gravity chamber in Bank of Montreal’s (BMO) latest ad.
The television ad, created by FCB Canada, is part of the BMO’s yearlong “Wish it Forward” campaign, which was unveiled earlier this year to mark the the bank’s 200th birthday. To celebrate its bicentennial, BMO is encouraging people to submit their wishes online or by visiting one of the interactive fountains it created for a chance to have their wish granted.
In the ad starring Cassidy, his wife has wished that he could fly, which is why he’s seen floating in and spinning around a zero-gravity chamber. While he floats, she tearfully watches him via a video stream so she can see her wish come true.
“We asked FCB to help us encourage people to participate in our anniversary by making a wish for someone they love, or their community” said Connie Stefankiewicz, chief marketing officer of BMO, in a statement. “When they presented the concept for Weightless as an expression of the feeling we're trying to create, it moved us. We loved how deeply personal and human it was and how it will inspire people to dream big when they make a wish.”
“BMO’s bicentennial is the perfect moment in time to bring BMO’s brand purpose to life. After all, what’s more human than wanting to make wishes come true for others,” added Nancy Crimi-Lamanna, chief creative officer at FCB Toronto. “In this spot, we tell the love story of a couple and the transformative power of wishing for something greater than yourself.”
According to BMO, more than 18,000 wishes have been tossed into the bank’s “digital fountain” to date.
Credits:
CEO: Tyler Turnbull
Chief Strategy Officer: Shelley Brown
Chief Creative Officer: Nancy Crimi-Lamanna
Chief Creative Officer: Jeff Hilts
Group Creative Director: Jeremiah McNama
Group Creative Director: Andrew MacPhee
Sr. Copywriter: Nimy Leshinski
Art Director: Gira Moin
Producer: Tess Waisglass
FR Producer: Anick Rozon
VP, Group Account Director: Tracy Little
Account Director: Ravi Singh
Account Supervisor: Allison Lochhead
FR Account Supervisor: Alexandra Candet
Account Executive: Rameez Al Aghbar
Production Company: Untitled Films
Executive Producers: Lexy Kavluk, Peter Davis
Director: Phil Brown
Director of photography: Chris Mably
Line Producer: Trudy Turner
Editorial: Saints
Editor: Griff Henderson
Post Production Online: Alter Ego
Music and Sound Design: Apollo
Song: “What If”
English singer: Michael Mooney
French singer: Baptiste
Lyrics + Music: Annie-Claude Navert for Apollo Studios
Casting: Powerhouse
Chief Strategy Officer: Shelley Brown
Chief Creative Officer: Nancy Crimi-Lamanna
Chief Creative Officer: Jeff Hilts
Group Creative Director: Jeremiah McNama
Group Creative Director: Andrew MacPhee
Sr. Copywriter: Nimy Leshinski
Art Director: Gira Moin
Producer: Tess Waisglass
FR Producer: Anick Rozon
VP, Group Account Director: Tracy Little
Account Director: Ravi Singh
Account Supervisor: Allison Lochhead
FR Account Supervisor: Alexandra Candet
Account Executive: Rameez Al Aghbar
Production Company: Untitled Films
Executive Producers: Lexy Kavluk, Peter Davis
Director: Phil Brown
Director of photography: Chris Mably
Line Producer: Trudy Turner
Editorial: Saints
Editor: Griff Henderson
Post Production Online: Alter Ego
Music and Sound Design: Apollo
Song: “What If”
English singer: Michael Mooney
French singer: Baptiste
Lyrics + Music: Annie-Claude Navert for Apollo Studios
Casting: Powerhouse
Loading...
72andSunny: Carl's Jr. 'Carl Hardee Sr. Returns'
Agency: 72andSunny
Client: Carl's Jr.
Date: April 2017
It looks like burger chains Carl’s Jr. and Hardee’s have finally grown up. After years of airing ads that featured nearly nude models and other scantily clad women, the sibling fast-food joints have rolled out a massive rebrand campaign in hopes of convincing consumers that they care more about food than boobs.
The crux of the campaign is a cheeky three-minute film that stars Carl Hardee Sr., the fictional founder of Carl’s Jr. and Hardee’s. Played by Nashville star Charles Esten, Hardee Sr. is appalled when he finds out that his son and successor Carl Junior, played by improv comedian Drew Tarver, has made a joke of the family business by letting it become notorious for its racy (and highly criticized) ads.
After busting through the doors of Carl’s Jr. and Hardee’s headquarters, Hardee Sr. demands that a scandalous picture of model Charlotte McKinney be taken down and replaced with a photo of a burger. As a crew of movers begins to remodel the place, employees gather around Hardee Sr. to hear him explain his plans to bring the CKE Restaurants-owned company back to its roots. In a flashback sequence, he explains that Carl’s Jr. and Hardee’s restaurants have helped pioneer things like the charbroiler and the drive-thru throughout their history.
The campaign, which is running under the new tagline “Pioneers of the Great American Burger,” aims to shine a light on the quality of the brand’s food, like its grass-fed beef and made-from-scratch biscuits. In a 30-second film, the brand also reveals that it is adding all-natural chicken with “no antibiotics ever” to its menu.
“The best stories have a storyteller,” said Jason Norcross, 72andSunny partner and executive creative director, in a statement. “Creating both Carl Hardee Sr. and Carl Hardee Jr. gives us a fresh way to talk about the food, while helping the brand get credit for all the pioneering it does in the industry. People care about what’s in their food more than ever, and this campaign was all about getting back to talking about what makes Carl’s Jr. and Hardee’s stand out against its competition -- its history of innovation and the story behinds its quality products. We're really proud of our partnership with CKE, and it's exciting to work with a brand that's brave and collaborative. This is just the beginning and we're excited for what's to come.”
Aside from broadcast, online and social media films, 72andSunny also redesigned the fast food chain’s packaging, in-store menus, employee uniforms and company logos.
Credits:
Founder, Creative Co-Chair: John Boiler
Executive Creative Director: Jason Norcross
Group Creative Director: Josh Fell
Sr. Designer: Jon Hall
Writer: Drew Burton
Designer: Daran Brossard
Creative Director: Mark Maziarz
Creative Director: Helena Skonieczny
Writer: Alex Schaeffer
Designer: Abbas Deidehban
Jr. Writer: Corey O’Brien
Jr. Designer: Max Matesen
Group Strategy Director: Scott Jensen
Strategy Director: Michael Lewis
Strategist: Luis Jasso
Jr. Strategist: Marquis Mahoney
Group Brand Director: Alexis Coller
Brand Director: Michal David
Sr. Brand Manager: Ali Arnold
Brand Manager: Ryan Rodriguez
Brand Coordinator: Makenna Magarity
Brand Coordinator: Lindsay Foregger
Business Affairs Director: Amy Jacobsen
Sr. Business Affairs Manager: Jennifer Jahinian
Business Affairs Coordinator: Joseph Pereira
Executive Film Producer: Molly McFarland
Sr. Film Producer: Brooke Horne
Jr. Film Producer: Nani Weinberg
Jr. Film Producer: Skyler Courter
Film Production Coordinator: Ian Donnelly
Production Company: Hungry Man
Director: Wayne McClammy
EP: Mino Jarjoura
Producer: Dave Bernstein
DP: Matthew Libatique
Editorial: Rock Paper Scissors
Editor: Christjan Jordan
Producer: Dani DuHadway
VFX: JAMM
Color: Shed
Music: Beacon Street
Sound Design/Mix: HECHO EN 72
Production Company: HECHO EN 72
Executive Creative Director: Jason Norcross
Group Creative Director: Josh Fell
Sr. Designer: Jon Hall
Writer: Drew Burton
Designer: Daran Brossard
Creative Director: Mark Maziarz
Creative Director: Helena Skonieczny
Writer: Alex Schaeffer
Designer: Abbas Deidehban
Jr. Writer: Corey O’Brien
Jr. Designer: Max Matesen
Group Strategy Director: Scott Jensen
Strategy Director: Michael Lewis
Strategist: Luis Jasso
Jr. Strategist: Marquis Mahoney
Group Brand Director: Alexis Coller
Brand Director: Michal David
Sr. Brand Manager: Ali Arnold
Brand Manager: Ryan Rodriguez
Brand Coordinator: Makenna Magarity
Brand Coordinator: Lindsay Foregger
Business Affairs Director: Amy Jacobsen
Sr. Business Affairs Manager: Jennifer Jahinian
Business Affairs Coordinator: Joseph Pereira
Executive Film Producer: Molly McFarland
Sr. Film Producer: Brooke Horne
Jr. Film Producer: Nani Weinberg
Jr. Film Producer: Skyler Courter
Film Production Coordinator: Ian Donnelly
Production Company: Hungry Man
Director: Wayne McClammy
EP: Mino Jarjoura
Producer: Dave Bernstein
DP: Matthew Libatique
Editorial: Rock Paper Scissors
Editor: Christjan Jordan
Producer: Dani DuHadway
VFX: JAMM
Color: Shed
Music: Beacon Street
Sound Design/Mix: HECHO EN 72
Production Company: HECHO EN 72
Loading...
BBH New York: Seamless 'Melting Pot'
Agency: BBH New York
Client: Seamless
Date: April 2017
New York City has some of the best food in the world (after all, it is the birthplace of delicacies like the cronut and the ramen burger). In Seamless’s latest spot, the food delivery service celebrates the many diverse restaurants that dot the city’s five boroughs, all while encouraging foodies to skip the long waits and order in instead.
Credits:
Daniel Bonder, Creative Director, BBH
Dave Brown, Creative Director, BBH
John Patroulis, Creative Chairman, BBH
Taylor Marsh, Creative, BBH
Diego Fonseca, Creative, BBH
Casey Schweikert, Creative, BBH
Liz Loudy, Creative, BBH
Bruno Borges, Head of Design, BBH
Christina Carter, Senior Producer, BBH
Rachel Freed, Producer, BBH
Alex Monger, Business Director, BBH
Enrique Espinetti, Account Manager, BBH
Alex Beerden, Strategist, BBH
Production Company: Smuggler
Director: Randy Krallman
Executive Producers: Patrick Milling Smith, Brian Carmody
Executive Producer: Shannon Jones
Chief Operating Officer: Andrew Colon
Line Producer: Ian Blaine
Director of Photography: Manel Ruiz
Editorial Company: Cut + Run
Editor: Robert Ryang
Assistant Editor: Natalie Kasling
Executive Producer: Lauren Hertzberg
Producer: Eytan Gutman
Visual Effects: Method Studios and CO3
Senior Colorist: Tom Poole
Audio House: Sound Lounge
Mixer: Tom Jucarone
Music/Sound Design: Mophonics
Dave Brown, Creative Director, BBH
John Patroulis, Creative Chairman, BBH
Taylor Marsh, Creative, BBH
Diego Fonseca, Creative, BBH
Casey Schweikert, Creative, BBH
Liz Loudy, Creative, BBH
Bruno Borges, Head of Design, BBH
Christina Carter, Senior Producer, BBH
Rachel Freed, Producer, BBH
Alex Monger, Business Director, BBH
Enrique Espinetti, Account Manager, BBH
Alex Beerden, Strategist, BBH
Production Company: Smuggler
Director: Randy Krallman
Executive Producers: Patrick Milling Smith, Brian Carmody
Executive Producer: Shannon Jones
Chief Operating Officer: Andrew Colon
Line Producer: Ian Blaine
Director of Photography: Manel Ruiz
Editorial Company: Cut + Run
Editor: Robert Ryang
Assistant Editor: Natalie Kasling
Executive Producer: Lauren Hertzberg
Producer: Eytan Gutman
Visual Effects: Method Studios and CO3
Senior Colorist: Tom Poole
Audio House: Sound Lounge
Mixer: Tom Jucarone
Music/Sound Design: Mophonics
Loading...
Venables Bell & Partners: Sheraton 'We dive in and Go Beyond'
Agency: Venables Bell & Partners
Client: Sheraton
Date: April 2017
Credits:
Founder, Chairman: Paul Venables Partner, Executive Creative Director: Will McGinness AssociatePartner, Creative Director: Lee Einhorn Senior Copywriter: Jody Horn Senior Art Director: Gus Johnston Copywriter: Daniel Chen Art Director: Michael Sison Director Of Integrated Production: Craig Allen Producer: Sasha White Production Company: Smuggler Director: Mark Molloy Director of Photography: Hoyte Van Hoytema Head of Production: Andrew Colon Executive Producer: Shannon Jones Line Producer: Donald Taylor Editing Company: Final Cut Editor: Rick Russell Assistant Editor: Dillon Stoneburner Executive Producer: Suzy Ramirez Producer: Ana Orrach // Barbara Healy Music Company: Songs for Film & TV Music Composer: Mauricio Gasca Music Coordinator: David Fisher Sound Design/Final Mix: Therapy Studios Executive Producer: Allegra Bartlett Producer: Cait Campbell Lead Sound Designer/Mix Engineer: Eddie Kim Sound Designer: Eddie Kim VFX: a52 Executive Creative Director: Andy McKenna VFX Supervisor: Andy McKenna VFX Senior Producer: Patrick Nugent VFX Producer: Stacy Kessler-Aungst Colorist: Mark Gethin Head Of Brand Management: David Corns Brand Director: Elaine Chu // Jon Phillips Brand Supervisor: Emily Hurwitz Brand Manager: Chris Aragon Project Managers: Madi McCallum
Loading...
GSD&M: At Home 'Unleash Your Inner Decorator'
Agency: GSD&M
Client: At Home
Date: April 2017
GSD&M has created a TV campaign for Texas-based decoration superstore At Home that will run across channels including ABC, HTGV, and Bravo as well as digital platforms like Hulu. Running under the tagline ‘Unleash Your Inner Decorator,’ the spots feature people who at first glance don’t appear to be decorating aficionados, like a trucker and little kid.
Credits:
Chief Creative Officer: Jay Russell
Group Creative Directors: Lara Bridger, Will Chau
Art Director: Will Chau
Writer: Lara Bridger
Director of Production: Jack Epsteen
Executive Producer: Bill Wine
Associate Producer: Alex Luprete
Account Service: Sabia Siddiqi, Kristin Volker
Strategy: Haley Rushing
Business Affairs Manager: Lindsay Wakabayashi
Project Manager: Siri Sjoboen
Production Company: Prettybird
Director: Rami Hachache
Editor: Staci Levan
Stylist: Floyd Albee
Music: HUM
Loading...
Gyro: Joe Torre Safe At Home Foundation 'Phone Call'
Agency: Gyro
Client: Joe Torre Safe At Home Foundation
Date: April 2017
The Joe Torre Safe At Home Foundation, whose mission is to end domestic violence and save lives, has rolled out its largest advertising awareness campaign to date and its first in nearly 12 years. Created by Gyro, the crux of the campaign is a TV spot called ‘End the Cycle’ that will run on CBS, A&E and other top networks. The spot, which illustrates how children who live with domestic abusers can grow up to mirror their parents, serves to shed light on the vicious cycle of domestic violence and encourage families to get the help they need.
Credits:
Executive Creative Director: Vito Zarrillo
Group Creative Director: Kash Sree
Creative Director: Marco Walls
Art Director: Alex Sprouse
Copywriter: Colin Quinn
General Manager: Wendy Lurrie
Account Manager: Paige O’Reilly
Strategist: Dafna Linden
Producer: Courtney Trent
UNIT9
Director: Michelle Craig
EP: Rania Hattar / Luca Delaurentiis
DOP: Ben Kitchens
Producer: Mindy Lubert
Post-Editorial: Rock Paper Scissors
Editor: Austyn Daines
EP: Christopher Noviello
Online: A52
EP: Jenny Bright
Colorist: Paul Yacono
Sound: Lime Studios
EP: Susie Boylan
Rerecording mixer: Tom Paolantionio
Loading...
Location:
Secondary categories:
Sector:
Article Type:
Sponsored Content:
Non Sponsored Content
Choose Featured Video:
Random Featured Video
Badge Color:
Article Layout:
Section:
Agency