With more than twenty years in the business, Moxie was behind some of the year's more impressive commercial feats. Headliner Errol Morris, the celebrated filmmaker behind such acclaimed documentaries as the Thin Blue LIne and The Fog of War, brought maximum impact to a celebrity-studded campaign for VISA's "United in Rivalry" World Cup campaign via BBDO. It featured an impressive list of Nobel Laureates (Sir Bob Geldof, Leymah Gbowee and Lech Walesa) talking about something unexpected -- their passion their home soccer teams. Mr. Morris went on to deliver three short films highlighting inspiring moments from each of their lives, which then became part of the New York Times' award-winning op-docs series.
Mr. Morris also directed more eye-opening work for ESPN's "It's Not Crazy, It's Sports" campaign. In 2012, he had directed an 8-minute documentary about an unusual subject: the morticians, tombstone makers and families who have put sports super-fans to rest. This year, he helped ESPN and W&K expand on this treatment of the campaign tag with a short film series carving out more stories about the unusual lives of sports fans. They covered subjects including British game streaker Mark Roberts and A.J. Mass, a man who played the role of Mr. Met for four years.
Deutsch also tapped Mr. Morris to capture Ronald McDonald, well, make that a number of Ronald McDonalds, in its campaign for Taco Bell showcasing what real world guys with the name of McDonald's famous mascot think of the fast feeder's offerings.
Martin Granger remained in funny form, on celebrity-driven spots for American Egg Board starring Kevin Bacon and Heineken Light ads via Wieden & Kennedy, New York, starring Neil Patrick Harris. He also demonstrated the clinging power of Fruit of the Loom, in a hilarious ad out of CP&B featuring invisible pants. Frank Todaro showed off his comedic chops as well, on a round of ads for Benjamin Moore through the Martin Agency, featuring a pair of smart-ass but incredibly unhelpful puppets who answer customer questions at a big box home improvement store.