Coming together is a human thing. While families juggle work, school and activities, a full 82 percent say they crave more time to play and be with friends and family. In fact, 33 percent say their resolution for 2016 is to do just that.
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Back in February, BBDO New York released a 30-second spot for Priceline called “Life Lessons,” featuring former NBA players David Robinson and Latrell Sprewell giving some very different advice to a young girl.
In the prior case, her dad booked with Priceline and took her to a Spurs game, in the latter, they didn’t use the service but ended up running into Sprewell while watching the game at a diner. Now, the agency has released a follow-up featuring outtakes from the spot entitled “Life Advice with Robinson and Sprewell.”
The new effort takes a look at a few different responses from each player, always following the general tone of the original. They’re pieced together with some graphics you might recognize from the ’90s.
It’s a timely release, given that the Spurs are currently competing in the NBA Playoffs and Sprewell is possibly getting kicked off of Twitter before making a slightly sad comeback?
How can I get verified @verified ???
— Latrell Sprewell (@SpreeFourThree) May 1, 2016
(Don’t even bother trying, dude. Twitter never responds.)
If you didn’t find the original spot funny, nothing here will change your mind; many of the lines were outtakes for a reason. Fans of the original’s approach, however, will find nothing but punchlines. Highlights include Robinson saying “Always think like a proton, and stay positive” and Sprewell telling the girl, “And that’s why we use our words to settle our differences.”
Credits:
Agency: BBDO New York
Client: Priceline
David Lubars – Chief Creative Officer, BBDO Worldwide
Greg Hahn – Chief Creative Officer, BBDO New York
Chris Beresford-Hill – Executive Creative Director
Dan Lucey – Executive Creative Director
Dan Kenneally– Creative Director
Ryan Raab– Creative Director
Tricia Lentini – Executive Producer
Amy Orgel – Project Manager
Tom Naughton – Group Planning Director
Ross O’Donovan – Senior Director
John Chleborad – Account Director
Laura McWhorter – Account Manager
Shelly Bloch – Business Affairs
The Marketing Arm: Celebrity Talent
Director: Matt Fleming
oPositive Films:
Jim Jenkins – Director
Ralph Laucella – Executive Producer
Marc Grill – Line Producer
Ellen Kuras – Director of Photography
Mackenzie Cutler:
Mike Leuis – Editor
Sam Shaffer – Sound Designer
Executive Producer: Sasha Hirschfield
Titles/VFX:
Schmigital
Goodby, Silverstein & Partners launched a new campaign for Nestlé ice cream brand Dreyer’s, built around a 90-second anthem ad called “Togetherness.”
Built around an insight from consumer research finding that 82 percent of Americans want more time together with family and friends, the spot shows groups of people coming together in various situations, from a 77th birthday party to a date at an amusement park to an afternoon at the pool. Shots of hands holding ice cream cones are sprinkled throughout, but the brand doesn’t make an appearance until after the tagline, “Celebrating togetherness since 1928.”
It’s all very cinematically shot by Reset’s Johnny Green, with the action set to a cover of Cyndi Lauper’s “True Colors” by Norwegian singer Ane Brun. Most of the friends and family who appear onscreen are, purportedly, not actors. The message, based on what we don’t feel too snarky for calling a pretty obvious insight, is a tad vanilla, but the execution helps the ad, if not the brand, stand out. “Togetherness” will run on various social media platforms, beginning today.
“One of the things I’m most proud about is that we were able to use lots of real families,” Jason Meredith, brand manager of Dreyer’s/Edy’s at parent company Nestlé USA, told Adweek. “It helps show the true feeling of warmth and closeness that you only get when you’re with people for whom you feel a deep emotional connection. They were just really excited to eat ice cream with family while sitting on a picnic bench or having a pool party. They would really forget there was even a camera there.”
“Dreyer’s was founded when an ice cream maker and a candy maker came together in 1928,” added GS&P creative director Samuel Luchini. “Togetherness is in their DNA and is what has driven the brand for almost 90 years.”
Credits:
Agency: Goodby Silverstein & Partners
Title of Creative Work: Togetherness
Creative
Co-Chairmen: Rich Silverstein
Creative Director: Sam Luchini
Creative Director: Roger Baran
Associate Creative Director: Tristan Graham
Art Director: Sam Luchini
Copywriter: Roger Baran, Tristan Graham
Designer: Todd King
Production
Director of Broadcast Production: Tod Puckett
Senior Broadcast Producer: Conor Duignan
Broadcast Producer: Molly Troy
Account Services
Managing Partner: Robert Riccardi
Account Director: Erin Fromherz
Account Manager: Kaitlin Giannetti
Account Manager: Lindsay Agosta
Assistant Account Manager: Leah Tichansky
Brand and Communication Strategy
Director of Brand Strategy: Bonnie Wan
Director of Communications: Meredith Vellines
Brand Strategist: Gabriella Svensk
Business Affairs
Business Affairs Manager: Jane Regan
Production Company
Company name: Reset
Director: Johnny Green
Director of Photography: Jeremy Rouse
Producer: Aris McGarry
Executive Producer: Jeff McDougall
Editorial Company
Company name: Cartel
Editor: Kyle Valenta
Assistant Editor: Micah Chase
Senior Producer: Meagen Carroll
Managing Partner: Marc Altshuler
Finishing
Company Name: Electric Theatre Collective
Flame: John Price
Colorist: Aubrey Woodiwiss
Producer: Kate Hitchings
End Treatment Graphics
Company Name: Elevel
Director of Elevel: Pj Koll
Creative Director: Mike Landry
Animator: Anthony Enos
Animator: Luke Davisson
Sound Design and Music
Music: “True Colors” By Ane Brun
Music Supervisor: Todd Porter
Sound Design: Lime Studios
Sound Designer: Joel Waters
Mix
Company name: Lime Studios
Mixer: Joel Waters
Assistant Mixer: Stephen Fredericks
Executive Producer: Susie Boyajan
Nestlé Dreyer’s Brand Account Team
VP, Marketing: Kim Peddle-Rguem
Director, Marketing: Jessica Vasisht
Brand Manager: Jason Merideth
Associate Brand Manager: Aasha Barot
As we first reported nearly a month ago, JWT has lost its status as lead creative agency on Macy’s holiday campaigns.
The client, which was typically tight-lipped in responding to our queries in April, confirmed to AdAge that it had in fact issued an RFP late last year–meaning that its decision to seek other agencies predated the lawsuit filed against now-former CEO Gustavo Martinez.
The news does coincide with the departure of Martine Reardon, who is stepping down as the chain’s CMO after five years. Today she gave AdAge a statement:
“F&P and BBH have delivered some exciting and creative concepts that will further cement the magic of our fashion and entertainment brand with consumers.”
The client provided a bit more information to AdAge about how the holidays are its most important time of the year retail-wise, but you already knew that.
Reardon did not clarify which agency will create which portions of the account, but based on their past work it would seem that BBH will be handling the TV campaigns.
The news marks a pretty big win for Figliulo, which has been recovering from its 2014 Sprint loss in recent months by picking up Virgin Atlantic, Seaborn Cruise Line, AC Hotels and, most recently, Pete and Gerry’s Organics.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
