Top Spot of the Week: Director Daniel Kleinman, Framestore Team On Santander's "Piggy" For Arnold Worldwide
This :60 anthem spot for the new Santander Bank campaign conceived by Arnold Worldwide tells the story of a lost (and animated) piggy that has gone missing. The spot’s lighthearted tone with a sense of whimsy is a departure from the advertising norm in the banking category.
Directed by Daniel Kleinman of Rattling Stick with VFX by Framestore, “Piggy” opens with a little girl and her father posting “Lost” signs around their neighborhood. We soon find the small pig wandering around the city overwhelmed by the lumbering trucks, towering buildings and curious pedestrians. A group of young boys comes across the little guy and upon picking him up, they hear change rattle inside. Perplexed and curious, they shake the pig harder. This ruckus causes a banker, inside a nearby Santander branch, to take notice. He runs out to the aid of the little pig causing the boys to drop him and scatter. Unexpectedly, when the pig impacts the ground, it shatters into pieces sending coins all over the sidewalk.
The banker scoops up the broken pig, brings it home and begins gluing it back together. As he puts the final piece on, it comes back to life. He then cleans him up, puts the change back in him and takes him for a walk. This is when the banker comes across the “Lost” sign, and realizes that his new little friend actually belongs to someone else. The feel-good story closes with the banker returning the rehabilitated pet piggy bank back to the little girl.
A narrator punctuates the end, “At Santander Bank, we want you to prosper. That’s why we treat you and your money just like you would--with respect. And respect adds up.”
Client Santander Agency Arnold Worldwide James Bray, executive creative director/copywriter; Sam Mullins, creative director, art; Justin Galvin, creative director, copy; Spring Clinton, Emily LaPierre, producers. VFX Framestore Helen Hughes, executive producer, head of advertising; Josh King, sr. VFX producer; Lara Marshall, line producer; Alex Thomas, on-set supervisor; Tim Jenkinson, visual effects supervisor, CG lead; Chris Redding, visual effects supervisor, compositing lead; Osman Ani, animation supervisor; Grant Walker, head of CG; Nikola Yordanov, David Lockhead, concept artists; Paola Santoro, lead modeler; Joel Best, Omar Jason, modeling; Judit Somogyvari, texturing; Andy Butler, rigging; Steffan Perry, colorist; Ross Burgess, creative director, animation; James Brown, Felice Minieri, animators; Gabriela Ruch Salmeron, groom; Rafael Rey Camacho, FX, lighting; Mathias Cadyck, Sebastian Mayer, lighting; Sam Meisels, Mike Simons, Kane Herd, Pawasut Chatmaleerat, compositors; Hasan Khan, Jonathan Williams, paint & roto. Production Rattling Stick Daniel Kleinman, director; Joe Biggins, Jeff Shupe, exec producers; Johnnie Frankel, producer; Jack Fitch, first assistant director; Toby Irwin, DP. Editorial Whitehouse Post Rick Lawley, editor; Jennifer Mersis, producer. Sound Design 740 Sound Design Chris Pinkston, lead sound designer; Josh Reinhardt, sound designer; Scott Ganary, exec producer. Music “Home” written by Simon Steadman and Charlton Pettus; Future Perfect, vocal arrangement.
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