Hasta La Creative!

Agency SpecialGuest enlisted professional climber Alex Honnold to take on a route in Yosemite known as “Heaven,” in free solo fashion, meaning no rope or protective gear for an ad promoting Squarespace 7.

While Honnold is one of the world’s preeminent solo climbers, “Heaven” is no walk in the park, even for him. Before the ad was shot he’d only taken it on once without gear, and describes it as “the most severe route you’ll ever climb.” Since it also affords the best views in Yosemite, Honnold was happy to take on the challenge. A 30-second version of the spot debuted during the World Series last night, but we’ve included the full length version above.

The spot is part of a larger campaign promoting the launch of Squarespace 7 and Alex also helped inspire “Shift,” one of twelve new design templates in the latest version of Squarespace. As you may remember, he’s also not a stranger to advertising, having scaled the GS&P building this June for Stride Health. (more…)

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Our unnamed bartender protagonist in the latest Tanqueray spot from Sundance/Mother says things like, “there’s nothing better than making a great drink for someone, putting a smile on their face.” He’s corny and sentimental, yet he has a great mustache, so we’ll give him a free pass. He is, as the ad’s title suggests, an unsung hero: part blue-collar working man, and part trendy wannabe in his black vest ensemble. Whatever he is, he’s a lot different in tone than the goofy Tony Sinclair. Sinclair was always too flamboyant to be anyone’s unsung hero.

This new spot is a test run for Sundance, as the channel hopes to add more branded content in the near future. Plans are already in motion for roundtable discussions with agency writers talking about creating Geico ads. A lot is being done in-house, offering a glimpse at how advertising will continue to evolve.

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