PREMUTICO USES KIWI DIRECTOR STEVE AYSON FOR U.S. FOLGERS COFFEE ‘TOLERATE MORNINGS’ SHOOT
Saatchi & Saatchi New York recently put to air a new spot for Folgers, the largest coffee brand in the US, which was created by Aussie expat Leo Premutico and his South African born creative partner Jan Jacobs and directed by New Zealand’s Steve Ayson from The Sweet Shop). The spot, with post also done in New Zealand, has become the buzz at P&G headquarters. This unchartered territory for the Cincinnati client is bound for awards glory and has been featured on CNN, CNBC, FOX news and VH1, whilst also generating hundreds of thousands of downloads online.
Executive Creative Director: Tony Granger
Creative Directors: Jan Jacobs/Leo Premutico
Copywriter: Jan Jacobs
Art Director: Leo Premutico
Executive Producer: Sheldon J. Levy
Production Company: The Sweet Shop
Director: Steve Ayson
Producer: Cindy Kavanagh
DOP: Jac Fitzgerald
Editor: Jack Hutchings @ TVNZ, Auckland
Colourist: Dave Gibson @ Digital Post, Auckland
Post Production/Visual Effects: Puck Murphy @ Perceptual
Engineering, Auckland
Music and Music Publisher (Composer or Original soundtrack): Michael Weiner
and Allan Zachary based ex Los Angeles
Audio Post Company: Sound Lounge: New York, NY
Mix engineer: Phillip Loeb
11 Comments
I feel like I’ve seen this ad before, or was I just on acid?
That 3rd shot is taken on the Hopetoun Bridge. Cool.Nice idea too. I was hoping for a twist in the ad but none was forthcoming. But, I guess that’s why it says WC on my office door and not ECD like on Leo’s.
um, what the fuck was that? i know it’s meant to ironically camp but it’s just camp. I really really dis-like it.
I think the strategy is sound, it’s certainly different for the category, and interesting conceptually as sunbeams being like people (remembering high school physics – light, is it a wave or a particle?)But the camp-ness annoys me. Kept hoping for one of the grumpy woken up people to give one of the sunshine people a bash.BryceSugar
Mr Groves, I think the whole wave-particle concept is a “place holder” explanation for how light behaves, in want of a better definition.
Well it aint wallpaper that’s for sure.Love it or hate it, this gets noticed and it is quite an achievement to just sell something like this into a client like Folgers.The strategy looks like an edgier version of ‘Become a morning person’ taken to a new level – not that there’s anything wrong with that.9.45The ‘place holder’ idea is looking increasingly like wishful-thinking by an older generation of physicists unwilling to accept the implications of quantum theory.The particle/wave duality and quantum theory generally seems to be an accurate description of reality.Regards,Craig
Given the wackyness of quantum theory I’m just as inclined to accept that light is composed of a bunch of golden wize walkers. They probably punched through from one of those ’11 other dimensions’ when the rubbery sheet things touched.Oh yeah..the ad: I think it’s great, it’s got the guts to ugly. Morning people are ugly.
Mr Love, interesting point. However, maybe it is more a case of the younger generation being disinterested in such elementary (play on words there) things, and are only after the glory of discovering that which is new, exciting, and less ambiguous?Ciao
you guys have been reading the Bill Bryson book haven’t you…
The interactive sucks!
I like the thighsy type woman coming from the sky, and the dude with the butterflys falling out of his mouth. Nice directing.