Harold Einstein of Dummy Films directed this spot, “Lost,” for Dole Fruit Bowls. The commercial is part of the “Hold My Fruit Bowl” campaign conceived by agency Erich & Kallman.
In “Lost,” a group of young scouts gets lost in the woods as their troop leader is unable to find his bearings. A small boy hands the Dole Fruit Bowl he’s eating to a fellow scout and says, “hold my fruit bowl.” Next, the boy calls on a hawk for help. He has a friendly conversation with the bird in its own language, finds the way out of the woods and saves the day.
Seems that our lad was fueled by the healthy nutrition of the delicious Dole Fruit Bowl, enabling him to step up and out-do the adult leader of the pack.
CreditsClient Dole (Fruit Bowls) Agency Erich & Kallman LLC Eric Kallman, chief creative officer/founder; Aaron Araya, copywriter; Vail Prior, art director; Kati Haberstock, producer. Production Dummy Films Harold Einstein, director; Michael Kanter, exec producer/managing director/producer; Glynn Speeckaert, DP; Patrick Lumb, production manager. Editorial Arcade LA Dave Anderson, editor; Joelle Graham, assistant editor; Sila Soyer, exec producer/partner; Crissy DeSimone, exec producer; Tom Barnett, producer. Finishing The Mill John Shirley, creative director; John Leonti, creative director, VFX supervisor; Sumer Zuberi, Francesca Moran, deputy head of production/producers. Color Company 3 Tim Masick, sr. colorist; Kevin Breheny, sr. producer/short form. Audio Mr. Bronx Geoff Strasser, mix & sound design; Hanna Choi, producer. Music Butter Music Stone Irr, producer.
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