Have scientists found the best coffee in the world? That’s the premise in “Lab Rats,” a new, gonzo spot for goodboybob coffee–a DTC roasting company with a growing number of physical locations. Created by independent ad agency Erich & Kallman, the 45-second commercial–directed by Erich Joiner of Tool–features a fictitious lab experiment in which scientists test the theory on some very special lab rats.
Approaching different lab rats equipped with literal human senses, a scientist feeds a drop of goodboybob to a rat with a CGI mouth, causing the rat to exclaim, “That’s the best coffee I’ve ever tasted!”
“I was watching the movie Elf,” said Eric Kallman, founder and chief creative officer of Erich and Kallman. “There’s a funny scene where Buddy enters a random diner to congratulate them for the “world’s best coffee” sign they have in the window. We started joking about how one would actually go about proving such a thing, and that eventually led to our lab rats script.”
The goodboybob brand was started by director Joiner. Its first loation was alongside Tool, the creative production company he founded in 1995 in Santa Monica. Since its founding, goodboybob has added two additional locations in Los Angeles and won two Golden Bean awards. An old friend and industry peer of Kallman’s, Joiner was happy to put the campaign creative into the agency’s hands.
“I’m surprised and thrilled at how fast goodboybob has taken off,” said Joiner. “To keep the momentum going, its first visual spots had to be original, entertaining and express what I’m being told by our customers–that it’s the best tasting coffee they ever had. Erich Kallman knew precisely how to land the right balance of informative and funny, and I’m pleased to say they knocked it out of the park.”
CreditsClient goodboybob coffee Agency Erich and Kallman Production Company Tool Erich Joiner, director; Dustin Callif, president; Nancy Hacohen, VP, exec producer; Joby Ochnser, line producer; Amy DeLossa, head of production; Eric Schmidt, DP; Justin Trask, production designer; Jules Sylvester, animal wrangler. Editorial Cut+Run San Francisco Pete Koob, editor; Kristen Jenkins, sr. producer. Finishing House Parliament Phil Crowe, creative director; Enca Kaul, managing director/EP; Narbeh Mardirossian, Flame; Brett Grisham, VFX supervisor. Color Royal Muster Gregory Reese, colorist; Thatcher Peterson, managing director/EP. Audio M2 San Francisco Mark Pitchford, sr. engineer; Sarah Benedict, producer. Music House APM William Schade, Martinz Comuzzi, sr. producers.
CarMax, The Martin Agency, Director Ulf Johansson Take Us To Car Dealership Run By Beetlejuice
CarMax, the used car retailer known for promoting “the way car buying should be,” understands that sometimes the best way to appreciate doing things the right way is by showcasing the wrong way. In collaboration with the Beetlejuice Beetlejuice team--which is elated given that the movie topped this weekend’s North American box office--CarMax is taking a playful approach to show what car buying shouldn’t be. Showing a family’s nightmarish car-buying experience by turning a character from the movie into possibly the most devious car salesman ever, the campaign, titled “BeetleMax: The Way Car Buying Shouldn’t Be,” humorously illustrates what to avoid when purchasing a car, highlighting CarMax’s commitment to providing a trustworthy and enjoyable car-buying experience for the whole family.
The campaign, concepted by The Martin Agency and directed by Ulf Johansson via Smith and Jones Films--includes this hero spot depicting a car dealership, Beetlemax, run by Beetlejuice himself.
“Beetlejuice is among Warner Bros. most beloved franchises and continues to be sought out by audiences of all ages. Theatrical partnerships with brands like CarMax and their BeetleMax campaign are exciting because they allow us to extend the cinematic world for moviegoers and offer an enhanced entertainment experience. We are thrilled to be partnering with CarMax in such an innovative and immersive way for Beetlejuice, Beetlejuice,” said Dana Nussbaum, EVP of worldwide marketing for Warner Bros. Pictures.
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