The star of Anonymous Content's 2012 reel was Procter & Gamble's moving tale of silent Olympics heroes, the moms. Alejandro Gonzalez Inarritu teamed with Wieden + Kennedy Portland to tell the Games' most tear-worthy tale in "Best Job." The spot avoided saccharine cliches while deftly moving viewers to tears, drawing them into mothers' quotidian, sometimes tedious rituals of rising early, waking the kids, making lunches, getting to practice-the seemingly small contributions that culminate in the triumph of seeing their children on the world stage. It went on to win a slew of industry accolades, as well as a commercials Emmy. Inarritu also brought his cinematic touches to one of the most talked about films of the year, "The Things That Connect Us." Also out of Wieden + Kennedy, Portland, it was Facebook's commercial debut that marked the platform's 1 billion user milestone.
2012 was a stellar year for Mark Romanek, who directed Nike's captivating "'Voices" spot, which imposes the voiceovers of female athlete's over images of young girls, sharply bringing to light the struggles the women faced when it came to achieving success in sports.
Romanek also imagined an easy, breezy, big day in the life of Lebron James in a 90-second spot for Samsung out of 72andSunny, following the athlete, and his Samsung gear, in the hours before the Miami Heat's season opener.
Fredric Planchon helped to create more emotional, and very human moments for Google, on a series of spots out of Mullen promoting the Nexus tablet, including "Camping," and "Lazy Day." Other projects of note include Brett Morgen's Olympics documentary spots for GE, "Homerton" and "Darius," out of BBDO new York and Cary Fukunaga's Budweiser spot "Gather Together," starring Jay-Z and created out of Translation.
2012 was a year of big change for Anonymous. The company saw the departure of longtime commercials head Dave Morrison, and along with him key talents like directors David Fincher and Guy Ritchie, who landed at newcomer shop Reset. But the company added executive producer Eric Stern, a veteran with experience at top shops like MJZ and Biscuit. It saw a number of interesting roster additions too, including Paul WS Anderson, Brian Billow, Autumn de Wilde and Phillip Montgomery.