Seventh Generation in partnership with agency 72andSunny New York has debuted “Trees and B’s,” a :60 musical spot with Maya Rudolph that brings to life the absurdity of cutting down trees, solely for use as toilet paper. Rudolph and her new friend, Mike the Tree, urge consumers to purchase brands like Seventh Generation that use recycled materials in their products.
Rudolph showcases her singing and musical chops in this anthem piece that premiered on NBC late night TV and will also run on social media.
Matt Piedmont of PRETTYBIRD directed "Trees and B's."
Credits
Client Seventh Generation Agency 72andSunny New York Production PRETTYBIRD Matt Piedmont, director. Editorial MackCut Erik Laroi, editor; Alyce Muhhamad, Danielle Minch, assistant editors. VFX The Mill New York Music Beacon Street Studios, Venice, Calif. Sound Design Sound Lounge, New York
Rappers Khuli Chana, Blxckie and 25K team up with Patriot Films director Sam Coleman, who is repped by Ridley Scott Associates (RSA) stateside, to celebrate the power of inspiration for KFC Streetwise and Ogilvy Johannesburg.
Every groundbreaking artist has a story, a moment of inspiration that drives their next wave of creativity. But this doesn’t happen in isolation--original needs to feed original. “There’s a wealth of creative energy bubbling up in the youth of South Africa,” said Coleman. “Everyone is out to try and make a dent in the creative landscape. Inspiration is everywhere you look and all a creative person needs is that spark to go to the next level.”
This 90-second spot features a stellar cast of South African artists riffing off each other, and while KFC Streetwise has long been a mainstay of the country’s youth culture, an authentic approach was critical. Ogilvy turned to Coleman whose experience includes fashion and street culture.
Notable South African creators who appear in the commercial film include Kind Kid toymaker Sanele Qwabe, “Nail Pimp” Nailed Ntswembu, the Island Gals skaters, fashion designer Ruberto Scholtz, visual director Rowan Sakarombe, custom car pimper Ofentse Mphatsoe and metal band Botswana Metalheads. The transitions from one innovator to another were important considerations for Coleman. He explained, “You’re really talking about a ripple effect and how one idea sparks another, so I wanted to create seamless uninterrupted progressions that would evoke that feeling of inspiration and flow.”
KFC’s chief marketing officer Grant Macpherson said, “From a brand perspective, I want to work with directors who have a strong, passionate point of view – someone who brings bold... Read More
