This spot showcases such famed soccer players as Lionel Messi and Donovan going through their rigorous training regimen over several days. This grueling preparation, though, takes on a different tone, as we see it unfold to the tune of “Bibbidi-Bobbidi-Boo,” the famed track from the Disney masterpiece Cinderella. The track was remixed by renowned American musical producer David Banner, who has worked with artists including Snoop Dogg, Lil Wayne, Usher and Chris Brown.
Arnaud Uyttenhove of Caviar directed for agency Lew’LaraTBWA which worked in partnership with TBWAChiatDay LA.
Client Gatorade Agency Lew’Lara\TBWA Manir Fadel, chief creative officer; Felipe Luchi, executive creative director; Cesar Herszkowicz, creative director; Gustavo Diehl, copywriter; André Kirkelis, art director; Luzia Oliveira, executive producer. Agency TBWA\Chiat\Day, Los Angeles Brent Anderson, executive creative director; Jayanta Jankins, global creative director; Sarah Patterson, executive producer; Lacy Plunk, producer; Garrison Askew, assistant producer. Production Company Caviar London/Los Angeles Arnaud Uyttenhove, director; Jasper Thomlinson, exec producer (LA); Louise Gagen, exec producer (London); Dougal Meese, producer (London); Dave Bernstein, producer (LA). Editorial Lost Planet Max Koepke, editor; Gary Ward, exec producer; Tim Kirkpatrick, producer; Federico Brusilovsky, assistant editor. Post/VFX/Animation The Mill, Sue Troyan, Jo Arghiris, VFX exec producers; Kim Wildenburg, design exec producer; Jessica Ambrose, VFX producer; Jacqueline Sand, production coordinator; Adam Scott, colorist; Andres Eguiguren, shoot VFX supervisor; Bill Higgins, 2D lead; Jale Parsons, Robert Murdock, Daniel Raschko, Patrick Heinen, James Allen, 2D artists; Matt Longwell, Blake Sullivan, Alaina Hower, Thom Price, Lu Meng-Yang, 3D artists; Ashley Becerra, Eddie Moreno, Jamal Otolorin, Ben Hurand, designers/animators. Music MEGA, Inc. “Bibbidi-Bobbidi-Boo – from Disney’s Cinderella ” remixed by the team of David Banner and John Debney, courtesy of Walt Disney Records. Behind The Magic – JP Williams, Pizzolini Entertainment Sound Design/Audio LIME Studios Rohan Young, Loren Sibler, Joel Waters, mixers; Jessica Locke, 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