- Tuesday, Jul. 31, 2012
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- SAN FRANCISCO
Venables Bell & Partners, San Francisco, has unveiled a campaign to herald Google Fiber's much anticipated arrival in Kansas City (both Kansas and Missouri).
Billed as 100 times faster than broadband, Google Fiber's speed takes the form of a metaphorical product demonstration in which we see toy cars nudging along in the town of Dial-Up, pick up the pace on the Broadband turnpike (speed limit of 10mb per second) and then accelerate ala Hot Wheels once we arrive in Google Fiber land (speed limit 1,000mb per second).
Titled "Toy Car World," this spot's handcrafted world offers up a brief history of the Internet. The Cars hit "Just What I Needed" takes us through this technological timeline that ends with Google Fiber nirvana.
Ben Steiger Levine of 1stAveMachine directed with Will Rexer serving as DP. The Venables team included executive creative directors Paul Venables and Will McGinness, creative directors David Kim and Tom Scharpf, art director Ezra Paulekas, copywriters Kelly Diaz and Rob Calabro, director of integrated production Craig Allen and producer Joyce Chen.
Aaron Duffy served as creative director for 1stAveMachine, with Sam Penfield and Mikha Grumet exec producing.
Tyler Higgins edited via Lost Planet. Eddie Kim and Rommel Molina of 740 Sound Design were sound designers. Music house Human rearranged and covered "Just What I Needed" by The Cars.