In this spot titled “Space,” an orbiting station is being hit hard by an asteroid storm and all astronauts aboard are urged to eject through the escape pod–but one of them refuses to leave behind his guitar amplifier. But once posted on mobile classifieds app letgo, the amplifier is immediately on its way to being bought by a Russian cosmonaut who comes knocking on the spacecraft door.
Craig Gillespie of MJZ directed these two latest commercials–including “Space”–in the “It’s Really Time to Let Go” campaign for CP+B, Miami.
We first launched mobile classifieds app letgo on U.S. TV last October and since the app has grown rapidly, with millions of downloads. I want to share the new follow-up campaign helmed by of-the-moment Hollywood director Craig Gillespie (Million Dollar Arm, Lars and the Real Girl) who also just premiered his blockbuster “The Finest Hour”. The spots, from CP+B Miami, use extreme situations to show how we are all irrationally tied to things we don’t need anymore, and how with letgo’s quick, streamlined mobile experience, users can easily post an item for sale in seconds.
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Credits
Client letgo Agency CP+B Miami Gustavo Sarkis, executive creative director; Jeff Siegel, Alvaro Ramos, associate creative directors; Kate Hildebrant, VP/director of video production; Sarah Patterson, integrated producer; Marshall Mann, content supervisor; Cristina Flores, content manager. Production MJZ Craig Gillespie, director; Emma Wilcockson, exec producer; Jay Shapiro, producer; Susan Levin, production supervisor; Toby Irwin, DP. Editorial Spot Welders Haines Hall, editor; Oli Hecks, assistant editor; Carolina Sanborn, exec producer. Music JSM, New York Joel Simon, chief creative officer/composer; Seamus Kilmartin, composer. Sound Design Barking Owl, Los Angeles Michael Anastasi, sound designer. Audio Post Lime Studios, Santa Monica, Calif. Rohan Young, mixer; Susie Boyajan, exec producer. Post Company 3 Stefan Sonnenfeld, colorist. VFX Method Studios, LA Stephanie Gilgar, sr. executive producer; Michelle Machado, sr. producer; Ben Walsh, VFX supervisor; Ian Holland, colorist.
Mosaic North America has been named Canadian agency of record for the Buffalo Bills. The partnership focuses on growing the NFL football team’s fan base in Canada, with Mosaic leading strategy and creative in-market, and deepening the team’s connection with Bills Mafia north of the border.
Mosaic’s debut work for the team is a Toronto-wide playoff activation that transformed familiar “Post No Bills” signage into bold “Go Bills” rally cries across the city. Launched overnight following the end of the regular season, the campaign replaces hoarding walls with large-scale street tags across Toronto — from Queen West and Little Italy to the Distillery District and the West Don Lands — creating a mysterious, highly visible rally cry tied to the Buffalo Bills’ playoff push.
Each installation features a QR code that drives fans to a dedicated landing page, where they can sign up for Buffalo Bills Canada communications and enter a playoff contest offering flights, hotel, and game tickets. One winner is selected each weekend for every round the team remains in the postseason, allowing the campaign to evolve in real time alongside the playoff run.
The work taps into a long-standing truth about the franchise: Ontario is already a meaningful part of the Buffalo Bills’ fan base. On any given game day, Ontarians accounted for an estimated 20% of attendees at Highmark Stadium, home to the Bills. With the NFL encouraging northern teams to expand their fan bases beyond the U.S., Mosaic’s mandate is to build fandom and engagement in Canada by meeting fans where they already show up.
“The goal with this campaign was to create a kind of love letter to fans, from fans. Something they could feel part of,” said Dan Berzen, creative... Read More
