To support the call for entries for The One Show 2020, DAVID Miami rolls out “Medicine Avenue,” a campaign that is a take-off on episode previews for TV medical dramas. The campaign launches with “Ambulance,” the first of three films, the balance of which will be released in the coming months.
Playing off the style of TV episode previews, complete with scenes of frenzied operating rooms, emotional interactions between doctors, moody music and cliffhangers, the film campaign pokes fun at the creative process by replacing medical terminology with dubbed dialogue of ad jargon commonly heard in agencies around the world.
Each spot carries the tagline “The 2022 One Show. It’s worth all the drama.”
“Advertising doesn’t save lives, they say. Yet people in our industry tend to take their jobs a little too seriously – especially when it comes to awards,” said Rafael Donato, CCO, DAVID Miami. “So for this year’s One Show campaign, we created an actual drama series, ‘Medicine Avenue’, which spoofs all the drama we create for ourselves in our day-to-day. It’s a little self-deprecation we hope everyone will identify with, and we sincerely appreciate The One Show for letting us poke fun at ourselves like this.”
Santi Elias via production house Primo directed “Ambulance.”
CreditsClient The One Club for Creativity for The One Show 2022 Agency DAVID Miami Pancho Cassis, global chief creative officer & partner; Rafael Donato, chief creative officer; Sergio Takahata, Nellie Santee, associate creative directors; Joao Viegas, sr. art director; Vanessa de Beaumont, sr. copywriter; Brenda Morrison Fell, executive producer; Esteffania Najera, sr. producer; Margarita Castro, associate producer. Production Company Primo Santi Elias, director; Caro Cordini, exec producer; Gala Gonzalez Costes, producer; Gabriel Ferrari, head of production. Production Services, Uruguay Metanoia German Nocella, DP; German Zecchi, AD; Mariano Rivero, production manager; Gabriela de Armas, stylist. Postproduction Primo Post Sebas Lopez, post producer; Paula Baialardo, editor; Dani Carrizo, colorist. Sound Pickle Music, music, music publisher, sound design, voiceover & mix Alexis Estiz, music creative director, composer; Sebastian Fucci, Dario Calequi, composers; Lupita Alvarez
Apple, Director Aoife McArdle “Capture” Cinematic Slow-Motion Filmmaking On iPhone 16 Pro
Aptly titled “Capture,” this spot from Apple’s in-house creative ensemble shows the high caliber mobile filmmaking of which the iPhone 16 Pro is capable. Directed by Emmy and DGA Award nominee (for Severance) Aoife McArdle via production company SMUGGLER--and lensed by cinematographer Edu Grau--the commercial captures the iPhone’s ability to record in 4K120fps ProRes and then adjust playback speed after capture in the Photos app to create cinematic slow-motion filmmaking. This breathtaking imagery is showcased in a wide range of circumstances--from epic action to intimate moments.
The tagline: “Hollywood in your pocket.”
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