Directing Collective Traktor Enters Into Global Deal With Stink
Traktor-directed "It's A Tide Ad" has won assorted honors this awards season.
  • LOS ANGELES
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Swedish directing collective Traktor--just several weeks removed from winning the Cannes Lions Film Grand Prix for the third time and their first Titanium Lion--has extended its relationship with production house Stink to now include the U.S. and U.K. markets. This means that Traktor has comprehensive global representation and management via Stink’s 10-office network. The directing group had previously been handled in the U.S. and U.K. by Rattling Stick.

Traktor first connected with Stink last October for extensive representation internationally. The move proved fruitful as Traktor has since worked on a number of major campaigns across the world from China to France. For example, Traktor directed the “Worst Song in the World” for French retail chain Monoprix out of Paris agency Rosapark, winning that country’s coveted Strategies Grand Prix.

Regarding its expanded relationship with Stink, Traktor released a statement which read in part, “We have really enjoyed a fruitful collaboration with the excellent people of Rattling Stick. We have, however, been with Stink for the rest of the world, and have been increasingly impressed with how they operate. We like the idea of being under one global roof as we move forward into the oscillating future of advertising, traditional or not.”

Traktor’s latest Cannes Film Grand Prix came for Procter & Gamble/Tide detergent’s “It’s A Tide Ad”--from Saatchi & Saatchi NY--which hijacked the 2018 Super Bowl by turning seemingly every spot into a Tide ad. It kicked off with actor David Harbour (Stranger Things) establishing that whenever the viewer sees clean clothes, it’s a #TideAd. He then appeared six more times in stereotypical Super Bowl ads, send-ups of several infamous past Super Bowl spots, and even as part of the broadcast. #TideAd trended on Twitter immediately, with people even generating their own #TideAd content. That social dynamic additionally helped the campaign earn a Titanium Lion. (“It’s A Tide Ad” shared the Film Grand Prix with another P&G piece, “The Talk.”)

Most recently, the “It’s A Tide Ad” earned a primetime commercial Emmy Award nomination.

“The creative genius of Traktor can help brands not just respond to moments in culture, but also to create them,” said Stink global CEO James Morris.

Daniel Bergmann, founder and president of Stink, added: “Stink and Traktor joining forces worldwide is a huge moment and signing for us, especially in the U.S. It shows the strength we have today in the U.S. market that we can attract talent like this.”

Traktor consists of directors Sam Larsson, Pontus Löwenhielm, Patrik von Krusenstjerna, Ole Sanders, Mats Lindberg and producer Richard Ulfvengren. Traktor’s body of work spans such brands as Tide, Heineken, FedEx, Diesel, Fox Sports, Boots, Nike, Adidas, Miller Lite, Volvo, MTV, Levi’s and Virgin (Atlantic, Trains, Holiday, Media and Mobile), as well as music videos for artists including Basement Jaxx, Fatboy Slim, Madonna, The Prodigy and The Flaming Lips.

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