Back in May of this year, NFL star receiver Larry Fitzgerald of the Arizona Cardinals, attained his Bachelor’s in Communication degree from the University of Phoenix, marking the completion of a promise he made to his mother in 2003 before he lost her to breast cancer. In the years following her death, he revealed that he would call his childhood home in St. Paul, Minnesota, to hear her voice recorded on the answering machine. In the TV spot “Voicemail,” Larry calls home, and this time leaves a message, thanking her for inspiring him not only as a student but as a son and father.
Larry’s message to his mom was unrehearsed. His message in the spot was the first and only take filmed.
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Credits
Client University of Phoenix Agency 180LA William Gelner, chief creative officer; Eduardo Marques, Rafael Rizuto, executive creative directors; Wilson Mateos, creative director; Alex Goulart, associate creative director/copywriter; Joao Madeiros, associate creative director/art director; Natasha Wellesley, head of integrated production; Michael Quinones, producer. Production Tool of North America John X. Carey, director; Oliver Fuselier, managing partner, live action; Nancy Hacohen, exec producer; Leslie Owen, producer. Editorial Whitehouse Post Martin LeRoy, editor; Nick O’Neill, assistant editor; Joni Williamson, exec producer; Jennifer Mersis, producer. Postproduction Carbon VFX Matt McManus, exec producer; Devon Irete, producer; Peter Mayor, lead Flame artist; Jim Gomez, Flame assistant. Telecine The Mill Gregory Reese, colorist; Thatcher Peterson, exec producer; Diane Valera, producer; Robert Cohen, color coordinator. Music Human Craig DeLeon, composer; Kamela Anderson, producer.
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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