TiNY, a new micro creative agency co-founded by industry veterans Tom Christmann, Mike Rovner, and Michael Stoopack, has launched its first major campaign for American Century Investments. It debuted during the recent American Century Championship celebrity golf tournament on The Golf Channel and NBC. American Century Investments has been the title sponsor of the American Century Championship since 1999.
The campaign highlights the unique value proposition of American Century: over 40% of the firm’s profits fund life-changing medical research at the Stowers Institute for Medical Research aimed at defeating life-threatening diseases. The campaign mix includes this comedy spot, “What the Putts,” directed by Evan Silver via production company Reform School. Silver is an alum of SHOOT’s 2007 New Directors Showcase.
Credits
Client American Century Investments Agency TiNY Mike Rovner, Tom Christmann, partners/chief creative officers; Michael Stoopack, partner/president. Production Company Reform School Evan Silver, director; Ryan Ennis, exec producer; Aaron Rosenbloom, producer; Doug Chamberlain, cinematographer; Shauna Wilcox, production designer; Jabu Brown, assistant director. Editorial KYLE NYC Tina Mintus, editor/VFX. Lead Actor Randy McDowell, male putter
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
