In this period of social isolation due to the coronavirus crisis, a timely remake was needed of a recent TV commercial for ServiceNow’s cloud-based platform that enables digital workflows connecting employees, helping them to be more productive and prolific. The original spot showed a traditional workplace with people in close proximity to each other celebrating worthwhile work facilitated by ServiceNow. Each time ServiceNow came through, confetti was shot into the air to mark the occasion. Confetti soon filled up the office, which was also full of people. Since this close-quartered workplace no longer reflects our pandemic reality, BBDO San Francisco quickly created and produced new commercial content that did. The new storyline has two people working from home, connecting remotely and successfully teaming together via ServiceNow--with confetti magically popping up in one of the participant’s abodes. The production itself was managed 100% remotely and to the highest safety standards. The final spot was shot on iPhone 11s (shooting 4K through the front-facing camera). Built-in laptop cameras dialed into video conferencing were also used to create a low-res live preview, which allowed for fast reviews and communication. The director--Vincent Peone of ArtClass--took virtual tours of the actors’ homes and closets via FaceTime, picking out the best locations and outfits. And, for the few items that needed to be delivered to the actors (microphones, external hard-drives, and a few key props), a producer fully sanitized each one and left them on each actor’s doorstep for no-contact delivery. The actors set up their cameras and managed the recording, cutting, and uploading of footage to iCloud. And, in true “we’re all in this together” fashion, family members of the actors (already living with them) helped with wardrobe, background dressing, and tech issues. “Our job has always been to help solve problems for our clients,” said Matt Miller, chief creative officer, BBDO San Francisco. “Sometimes it’s a massive brand communication problem. Other times it’s a ‘producing-in-a-time-of-no-production’ problem. This unorthodox shoot is a great example of what can happen when agency, client and production partners come together and apply a little nimble creativity to whatever obstacles come our way.” The new spot, titled “Taking Care of Business,” is running on TV channels like CNBC and the Golf Channel, as well as online.....
VMLY&R has been selected by BASF as its new agency of record for the company’s Agricultural Solutions division based in Research Triangle Park, N.C. VMLY&R will handle brand communications, marketing activity, public relations, trade events, and media planning and buying for BASF’s broad portfolio of crop protection, seed and seed treatment products for U.S. farmers. As businesses across the board are managing uncertainty, global disruptions are nothing new for growers. Market conditions, weather patterns, trade issues and a host of other variables affect their business, and situations change on an almost-daily basis. It’s more important than ever for BASF and VMLY&R to partner to help farmers and growers quickly adapt and be successful--particularly as they face changing challenges to feeding the world....
Category: Street Talk