This spot titled “Group Therapy” for Mike’s Amazing mayonnaise features Jason Alexander as the leader of a chaotic anger management group therapy session–in which he portrays every participant. The common issue driving them all to madness is Mike’s mayo.
Havas New York created “Group Therapy,” which was directed by Matt Aselton via production house Arts & Sciences. The commercial is the latest installment of the “When It’s On, It’s On” campaign.
“From the very beginning, Mike’s Amazing challenged us to push the boundaries of food advertising,” said Josh Schildkraut, executive creative director at Havas New York. “This work reflects a brand that’s not afraid to be bold, weird, and wildly lovable—all at once.”
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Credits
Client Chefler Foods Brand Mike’s Amazing Agency Havas New York Dan Lucey, co-CEO & chief creative officer; Justine Feron, chief strategy officer; Melissa Tifrere, chief production officer; Josh Schildkraut, executive creative director; Alice Burton, Gabriella Pizzitola, Tyronne Schaffer, Vidhi Shah, creatives; Gabriella Pizitola, sr. producer; Drew Lopez, associate producer. Production Company Arts & Sciences Matt Aselton, director; Mihai Malaimare Jr., DP; Marc Marrie, Mal Ward, managing partners/exec producers; Zoe Odlum, exec producer; Christa Skotland, director of production; Milena Milicevic, head of production. Editorial Mackcut Ian Mackenzie, editor; Gina Pagano, exec producer; Kayla Robinson, post producer; Zach Gentry, assistant editor; Sam Shaffer, mix engineer, finish; Kalisha Allen, finishing producer. VFX/Finishing Banquet Justin Brukman, managing director, partner; Matt Pascuzzi, creative director, VFX supervisor; Camila De Biaggi, exec producer, partner; Sophie Mitchell , sr. producer; Jas Anderson, associate producer, digital deliveries producer; Sarah Marikar, 2D lead compositor; Alejandro Tylor, compositor. Color Trafik Mark Gethin, Nate Seymour, colorists; Robert Owens, managing partner; Karena Ajamian, exec producere; Angela Zappella, hed of production; Taravat Yazdan Panah, producer. Music Human James Dean Wells, magaging director, global exec producer; Nicole Riolo, producer; James Leibow, composer. Talent Jason Alexander.
Indie ad agency TDA Boulder has unveiled “No Nonsense Banking,” its debut campaign for new client First Interstate Bank. The rolling launch runs through the end of the year, and spans across 10 states.
The batch of spots includes this one titled “Every Step,” epitomizing a call to end the nonsense. “Every Step” opens on a couple experiencing life’s biggest moments (marriage proposal, first child, a kid learning to drive, and packing up for college). Each meaningful moment, though, has one odd addition: their banker is actually really there, experiencing those moments with them. The unexpected inclusion calls out the cliché that banks love to be with you every step of the way, even in life’s most intimate moments. The spot lands on the twist: First Interstate isn’t promising to be there for every step; just the ones that matter, with a straight answer and a real person on the other end.
Michael Downing directed via The Sweetshop x Chirp Films.
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