What’s the use of an umbrella missing its middle during a rainstorm? Or beach-tennis paddle without a middle? How about a piano with no middle keys? They’re all part of a world without middles, brought to life for State Street Global Advisors in the latest campaign for its mid cap ETF (exchange-traded fund), MDY. In the stock market, mid caps, as their name implies, comprise companies with market value in the middle of the spectrum, the sweet spot between large caps and small caps. Investors often assume that if they own both large and small caps, they have broad exposure to the market–meaning they have covered the entire scale of the market. But without mid caps in their portfolio, they don’t.
Created by McCann NY, the campaign opens with this spot titled “Rainy Day,” directed by Bjorn Ruhmann of SMUGGLER. The commercial shows us a world lacking middles, underscoring the campaign refrain, “The middle can make all the difference.”
Mid caps like MDY really can make all the difference—portfolios containing mid caps have a track record of outperforming portfolios without them. The campaign, spanning TV, social and digital, drives to a website experience where investors can use an online tool to find out how increasing a mid cap allocation can make all the difference in their own portfolios.
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Credits
Client State Street Global Advisors Agency McCann New York, Gene Campanelli, Peter Powell, Daniele Ferdinand, SVPs, group creative directors; Stephanie Cajucom, VP, creative director; Donna McCracken, SVP, executive producer; Anna Andreis, SVP, group strategy director; Daniel Lammon, VP, strategy director. Production Craft NY Fermin Fernandez, sr. designer; Daniel Farinella, digital advertisement development; Puneet Oberoi, quality assurance engineer; Gabrielle Wilson, digital production coordinator. Production Company SMUGGLER Björn Rühmann, director; Patrick Milling Smith, Brian Carmody, Allison Kunzman, exec producer; Nick Sutherland-Dodd, producer; Justin Brown, DP. Production Services Company Migrate Films Libbi Ball, exec producer. Editorial Work Editorial NY Rich Orrick, editor; Fatos Marishta, assistant editor; Chris Delarenal, producer; Alejandra Alarcon, exec producer. VFX Preymaker Angus Kneale, chief creative; Verity Grantham, exec producer; Edward Lopez, Jongmoon Woo, Jamie Scott, Simon Holden, Tim Bird, Wynand de Wet, creatives; Jubulani Simelane, Joaqui Lopez, Kendall Rotar, production; Melanie Wickham, exec producer. Audio Post Sonic Union Paul Weiss, mix engineer; Alex Thiel, assistant engineer; Patrick Sullivan, head of production.
In a collaborative effort between creative content company Chromista and Zillow, a new cinematic campaign blending Zillow’s virtual home tours with the look and style of Marvel Studios’ “The Fantastic Four: First Steps” takes center stage. To celebrate the film’s release on July 25, Zillow has launched an immersive campaign featuring two custom spots--“Home Tour” and “Pitchman”--set entirely within the home of the Fantastic Four and directed by the feature film’s production designer, Kasra Farahani.
Drenched in charming 1960s retro-futurism, the campaign oozes nostalgia and innovation. From character styling and home features to the sonic landscape and transitions, every detail is crafted with care. Enter Jack West, a fictional Zillow partner agent who breaks the fourth wall to guide viewers through The Baxter Building--“the home of tomorrow.” In a nod to Zillow’s virtual tour capabilities, West highlights era-defining amenities like color TVs, panoramic views, a sunken conversation pit, an indoor barbecue,
and ample space ideal for everything from scientific experiments to cosmic adventures.
The campaign cleverly integrates character cameos like the Human Torch soaring past the iconic floor-to- ceiling windows. With direction from Farahani and cinematography by Jess Hall, alongside contributions from the film’s own art department, the Zillow spots authentically mirror a canonical Marvel short.
“I’ve been fortunate to help shape the worlds of some of Marvel’s most iconic films. With this spot for Zillow, we’ve crafted a narrative that offers a wealth of insights into the home of the Fantastic Four,” said Farahani. “We’ve also given fans a glimpse into the inner workings of Reed Richards’... Read More
