WK stocks up on Powerade
A jock-pleasing campaign for Powerade out of Wieden + Kennedy, Portland, uses a montage of vintage sports moments and Dr. Strangelove.
A 60-second montage of often video-taped moments (such as quarterback Michael Vick launching a football high into the stands) asks viewers if what they are seeing is possible, only to be answered by a clip from "Dr. Strangelove" with Peter Sellers as the German scientist, assuring us that it is indeed possible. Shorter cuts of the campaign are "Vick," "Fence" and "Snowboard," all highlighting over-the-top athletic moments.
The creative team for "Montage" was art director Jon Stoa, copywriter Simon Mainwaring, creative directors Roger Camp and Todd Waterbury, producers Kim Carpenter and Jennifer Fiske. Peter Wiedensmith of Joint cut together the montage.
"Fence" and "Snowboard" were art directed by Toddy Waterbury, written by Roger Camp, both of who were creative directors as well. Agency producers were Ben Grylewicz and Alicia Hamilton and the spots were cut by David Jahns.
"Vick" was art directed by Camp (he and Waterbury were also creative directors on this spot), and written by Joe Shands. Henry Lu was agency producer and Peter Darley Miller of Stiefel directed this spot. Lucas Eskin of Mad River Post cut "Vick."
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May 2010
Our May 2010 issue features a roundtable of directors, agency execs and production company EPs discussing the dire lack of women behind the camera on commercial shoots, our annual list of the year's top spot helmers, the story behind Philips' "Parallel Lines" shorts and more.