A rain-soaked cab ride through Manhattan and tough love speech highlights this regional NY area, client-direct spot for Nike’s new OBJ-AF1 shoe.
A young, talented athlete with familiar bleached, spiked hair sits in the back of the cab one night, as native NY son/poet/actor Lemon Andersen plays cabbie while reciting a powerful NYC manifesto. Want to be remembered by sports fans in the world’s greatest city? “Your Hustle gotta be on even when you’re off duty,” Andersen said, looking into his rear-view mirror to see if the young man is listening. “You gotta give the kids on the corner a reason to hang your cleats from the traffic lights. ‘Cause when it’s all said and done, you can win here. You can break records, You can shine like a star. But they don’t crown stars here–only champions.”
This poetic cab ride has a noir feel and was directed by Travis Hanour of The Cavalry Productions.
CreditsClient Nike Noah Stanik, executive producer; David Frank, design director; Brian Craighill, brand director; Noah Wilson, brand manager; Jen Hartwell, project manager; Hayley Champoux, digital brand producer; Mike Lay, producer. Production The Cavalry Productions Travis Hanour, director; Pete Konzcal, DP; Tanya Cohen, Ross Grogan, exec producers; Pia-Louise Lauritsen, producer; Krysia Johnstone, production supervisor; Clemmy Little, assistant production supervisor; Russell Barnes, production designer; Ben Oshman key FX. Postproduction Monk Travis Hanour, editor; Emily Hanour, post producer; Kell James, assistant editor. Audio Lance Limbocker, final mix. Color Pinata Post George Costakis, colorist.
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More