The “Good Things Come To Those Who Don’t Wait” campaign for The Wall Street Journal kicks off with “The Runner,” a film airing nationwide on TV, cinema, social and online, that depicts a woman who from birth has never stopped moving, driven by her ambition. It’s this ambition that WSJ readers possess which is fueled by the business news and insights they receive from the Journal every day. The film is designed to inspire a new generation of WSJ readers and future leaders.
The spot was directed by Ellen Kuras of The Corner Shop for agency The&Partnership.
A Journal reader herself, Kuras was keen to ensure that the female protagonist felt authentic, likable, relatable and inspiring.
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Credits
Client The Wall Street Journal Suzy Watford, CMO; Paul Plumeri, marketing director. Agency The&Partnership Wilfred Boudreau, chief creative officer; Natasha Maasri, creative director; Arrie Hurd, art director; Mike Lin, copywriter; Shobha Sairam, chief strategy officer; Kevin Wilson, head of production. Production The Corner Shop Ellen Kuras, director; Ryley Brown, DP; Anna Hashmi, exec producer; Adam Wilson, art director; Suzie Greene Tedesco, line producer. Editorial Work Editorial NY Bill Smedley, editor; Winter Brihn, assistant editor; Erica Thompson, exec producer; Chris Delarenal, producer. Postproduction MPC NY Adrian Seery, colorist; Dani Zeitlin, exec producer; Catherine Fischer, associate producer. Music MAS, Music and Strategy.
Valentine’s Day is all about the celebration of love, but not only the candle-lit, hand-holding, couples-only kind; it’s also for groups of friends, too. Clash of Clans is “clashifying” familiar romantic comedy tropes into heartfelt Clash bromances.
Groups of friends who clan together can drift apart. Life happens, schedules misalign and those who once clashed together leave their clan hanging. This campaign film, created by DAVID New York, shows these players reuniting by reimagining famous romantic scenes. In one scene, a group of friends stands outside a friend’s window with a phone playing iconic sounds from the game, calling out to their bro and pleading with him to come back to the clan. In another, two friends surprise a friend at his door, holding up signs inviting him to return to playing the game together. The next sequence shows in-game characters embodying that same spirit of bromance, by putting aside their rivalries to help each other compete in Clan Wars.
“Rom-coms have always shown us how powerful emotional storytelling can be. For this campaign, we reimagined those classic tropes to celebrate friendship and connection in a way that feels playful, heartfelt, and true to the world of Clash of Clans,” said Andre Toledo, chief creative officer at DAVID New York.
Production was handled by Gravy Films, with Crobin Leo as the director.
