Automotive body shop chain Maaco rolls out a “Join the Upside” musical campaign created by Charlotte-based ad agency Mythic and directed by Drew Kirsch of production company Tomorrow. In this spot titled “Old Red,” country music drives the fun as the story unfolds to a Nashville-inspired beat.
The commercial features a young woman not too thrilled about receiving a truck, “Old Red,” for free–because it looks a bit embarrassing with a faded paint job and numerous scratches.
But her adult benefactors implore her to see what Maaco can do–which serves as a cue for a highly enthusiastic Mr. Maaco, who appears on the scene, transforming the truck right before their eyes (“Old Red” becomes “New Red”), with an original, inspiring, uplifting country music interlude.
Music/sound house on the campaign was duotone audio group.
CreditsClient Maaco Agency Mythic Lee James, chief creative officer; David Olsen, executive creative director; Guerin Piercy, producer; Chris Grauwiler, associate creative director, design; David McClay, associate creative director, copy; Dixon Muller, Julia King, sr. copywriters; Sam Pouliot, art director; Rachel Cobb, EVP, strategy & planning. Production Company Tomorrow Drew Kirsch, director; Chris Zander, managing director; Brynne Copping, exec producer; Kevin Wall, line producer. Music & Sound duotone audio group Peter Nashel, creative director/founder; Ross Hopman, exec producer; Gio Lobato, producer; Dana Hom, director, music licensing; Andy Green, sound designer/mixer; Greg Tiefenbrun, exec producer, audio post. Editorial PS260 JJ Lask, editor; Rana Martin, exec producer; Dylan Scott, producer; Yoko Lytle, finishing producer; Mark Popham, Stephanie Issacson, Flame artists. Color Company 3 Bryan Smaller, colorist; Mario Castro, exec producer.
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More