Actor, producer and director (Pitch Perfect 2) Elizabeth Banks of harvest films helmed this spot for Tommy John to promote its new women’s underwear collection. Part of the “Little Adjustments” campaign from agency Preacher, the :60 through a series of humorous vignettes presents women struggling with the uncomfortable effects of their inferior underwear. In the end, the message is clear–women can “Overcome the Uncomfortable” with Tommy John.
“I loved this campaign from the beginning,” said Banks. “The underwear issues showcased in each scene is something we, as women, have all had to deal with in some shape or form. I wanted to capture that collective sense of empathy throughout the film while still making each scenario as funny and compelling as possible.”
CreditsClient Tommy John Agency Preacher Rob Baird, chief creative officer; Seth Gaffney, chief strategy officer; Jimmie Blount, art director; Joe Hartley, copywriter; Anna McCaleb, Nate James, designers; Marika Wiggan, strategy director; Stacey Higgins, executive producer; Rachel Kichler, producer. Production harvest films Elizabeth Banks, director; Bonnie Goldfarb, exec producer; Niko Whelan, head of production; Tim Suhrstedt; Leslie Owen, line producer. Casting asg casting Arlene Schuster-Goss. Editorial Cut+Run Joel Miller, editor; Nick Kondylas, assistant editor; Bebe Baldwin, exec producer; Cecilia Melton, producer. Music Marmoset Music Mix TBD Post Dusty Albertz, mixer. Finish Finland Finish Blaire Woodall, online producer; Nick Smith, online artist. Color Ntropic Marshall Plante, colorist.
Top Spot of the Week: Nike, W+K Portland, Megaforce Take Us On A “Sunshine” Run
“Winning isn’t Comfortable” is the second chapter of Nike’s “Winning isn’t for Everyone,” extended through the lens of running. It is based on true insights and the realities that runner experience when they lace up their shoes.
It adds the perspective of how hard it can be to just get out the door and go for a run. The idea that if you don’t hate running a little, you don’t love running enough. It celebrates the need and opportunity to push outside a person’s comfort zone to discover what they can accomplish, emphasizing that true victory often requires pushing through uncomfortable moments.
Each film of the series builds on the tension that every runner faces--pushing through the morning dread, the elements outside, the pain of hitting a wall, or even walking down the stairs after a run or race--juxtaposed with the feeling of elation only runners know as they push themselves beyond what they thought possible.
The irreverence of the films--directed by Megaforce via production company Iconoclast for Wieden+Kennedy Portland--is in pairing visuals showing the mundanity of everyday struggles with music that brings to life a contradictory tension. This film, the first to be released, is titled “Sunshine” and shows the inclement weather and obstacles that runners encounter to the tune of “You Are My Sunshine.”
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