This moving new spot from Cox Communications shows the power of connection. Directed by INSTITUTE’s Lauren Greenfield, via FCB Chicago, “Not Alone” focuses on the families of children with Koolen-de Vries Syndrome (KDVS), a rare genetic condition associated with developmental delays and several health concerns. With the rarity of KDVS, it’s crucial for families to share information and support one another in order to navigate the ups and downs of the condition and associated healthcare challenges.
Greenfield’s skill in documentary storytelling is reflected in this project as she worked closely with multiple families and the actors bringing their stories to life. She deftly captured their genuine connections and the journeys they have faced together.
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Credits
Client Cox Communications Gaston Vaneri, SVP brand strategy; Brian Stifel, VP brand strategy & consumer insights; Kitty Kilgore, sr. director marketing; Virginia Higgs, sr. manager marketing; Quinn Bison, marketing manager; Meghan Gentile, marketing sr. specialist. Agency FCB Chicago Andres Ordonez, chief creative officer; John Fiebke, EVP, head of copy; Avi Pinchevsky, EVP, executive creative director; Jack Miller, creative director–art; Adam Repp, creative director-copy; Derrick Yousefi, sr. copywriter; Alli Elster, sr. art director; Ellen Israel, sr. producer. Production Company INSTITUTE Lauren Greenfield, director, creative director/founder; Frank Evers, president/founder; Tori Palmatier, managing director; Tim Hudson, DP; Patrick Fischer, line producer. Postproduction 456 Studio Steve Immer, director of editorial, VP; Conor Fisher, director of color; Clare Deady, sr. post producer. Music JSM Joel Simon, CEO/CCO/co-composer; Jeff Fiorello, VP/exec producer; Norm Felker, Andrew Manning, sr. producers; Sharon Cha, producer; Becca Riter, co-composer.
The Most Interesting Man in the World has rediscovered his most interesting self--and as a result, the beloved Dos Equis spokesman and his tongue-in-cheek sense of humor have returned as LePub NY rolls out a campaign which includes this hero spot set to debut on the College Football Championship Game on Monday, January 19.
Actually the Most Interesting Man is back due to popular demand. The star of the “Stay Thirsty” campaign which became a cultural phenomenon rode off into the sunset in 2016. Now, 10 years later he’s back--as explained by Alison Payne, chief marketing officer, Heineken USA. “We knew the public thirst was massive: Our research found that 83% of people exposed to the original campaign wanted to see it return, and the old ads drove an incredible 97th percentile brand recall in recent testing,” said Payne. “While this campaign has been off the air for nearly a decade, the love for The Most Interesting Man in the World never faded. That’s why we’re relaunching the ‘Stay Thirsty’ campaign to drive excitement among fans and inspire a new generation to be bold, be curious, and stay thirsty for new adventures because an interesting life is full of stories, ones that you will want to tell your friends about over a beer--preferably Dos Equis of course.”
Ivan Zacharias of production house SMUGGLER directed the spot, which opens up opportunities across varied marketing fronts, some of which were explored in a teaser campaign in which our protagonist is the Least Most Interesting Man before his memory is jogged--by a bottle of Dos Equis-- as to who he really is. Among the teaser premises is one in which our hero is mired in the mundane, picking plain yogurt as his favorite. Jim Curtis, chief creative officer at LePub New York, said,... Read More
