Cartwright, Director Fredrik Bond Keep Basketball-Loving Grandma In Live Touch With The NBA Finals Via YouTube TV
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Robert Goldrich3840 views
In a new ad campaign for YouTube TV, agency Cartwright shows how easy it is to watch live TV on your own schedule--not the television broadcast schedule--as seen through the lens of Emily, a grandma who’s a big NBA fan.
“We all know that person who can’t stand to miss a minute of a live event, and saw that as a way to demonstrate the revolutionary way that YouTube TV is changing that live experience to one that you control,” explained Keith Cartwright, chief creative officer of Cartwright. “We’re not just saying it’s so easy your grandmother could do it, we are showing through Emily how an individual can take control of how and when they watch live events with the same excitement and real-time thrills of the live moment.”
Launched during the NBA Finals, the work calls out the many benefits of the YouTube live television platform including real time highlights, game alerts, and seamless TV experiences. The versatility of the platform is revealed through Emily’s personal game watching experience and the lengths she previously had to go to in order to watch every minute so as not to miss a big play.
The advertising shows how, before YouTube TV, Emily had to resort to evasive maneuvers to watch the NBA Finals, including locking herself in the bathroom while her friends gathered to celebrate her birthday. But with YouTube TV, if she misses a quarter because she has to blow out the birthday candles, she can catch up to the live with Key Plays, a feature that shows highlights of the game action she missed before continuing to watch live.
Directed by Fredrik Bond of MJZ, this “Emily NBA Finals” spot is airing on the NBA Finals, on network TV and digital platforms.
Client YouTube TV/Google Susan Wojcicki, CEO, YouTube; Lorraine Twohill, SVP, global marketing, Google; Danielle Tiedt, VP, YouTube; Jodi Ropert, VP, YouTube Marketing; Barry Ames, director, YouTube Subscriptions Marketing, YouTube TV; Nicola Young, Laura McNair, product marketing manager, YouTube TV; Christian Haas, executive creative director, YouTube Brand Creative Studio; Matt Ross, global head of creative strategy, YouTube Brand Creative; Michelle Crossman, account lead, YouTube Brand Creative Studio; Chloe Gettinger, creative strategist, YouTube Brand Creative Studio. Agency Cartwright Keith Cartwright, founder & chief creative officer; Beth Fuijiura, art director; Casey Hall, Brigg Bloomquist, copywriters; Paul Roberts, art director; Andrew Loevenguth, head of integrated production; Marie Massat, head of brand; John Graham, head of strategy. Production MJZ Fredrik Bond, director; David Zander, president; Kate Leahy, exec producer; Janet Nowased, head of production; Youree Henley, line producer; Roman Vasyanov, DP; Chelsea Oliver, production designer; Natasha Newman Thomas, costume designer. Editorial Rock Paper Scissors Haines Hall, editor; Shada Shariatzdeh, exec producer; Kevin Gotltieb, producer; Michael Shugarman, assistant editor. Color The Mill Paul Yacono, colorist; Denise Brown, sr. producer. Postproduction The Mill Anastasia von Rahl, managing director; Jennie Fischer, head of production; Derek Tekus, sr. producer; Francesca Moran, producer; Roxy Zuckerman, VFX lead; R. Edward Black, Michael Miller, compositors; Greg Rubner, animator. Audio Post Lime Studios Loren Silber, mixer; Topher Wright, assistant mixer; Susie Boyajan, exec producer. Music “Wonderful Woodland Racoon” Stephen Davies, composer.