The comedic hijinks continued at O Positive in 2012, with hilarious spots for ESPN, FedEx, The New York Lottery and Kraft.
David Shane had a banner year, charged with introducing Kraft's new product, MilkBite, which he did with a series of adorable commercials out of Droga5 that featured the existentially confused "Mel," a milk-and-granola bar who was grappling with finding himself. Mr. Shane, known for his expertise with comedic dialogue, throws viewers deep into the emotional trenches with Mel as he endures awkward situations with his own parents, or on a blind date.
Both Mr. Shane and the shop's founding partner Jim Jenkins also worked on a series of commercials for ESPN, om "Bug," to promote ESPN's NBA coverage, and "Handshakes," part of the broadcaster's long-running "This is SportsCenter" campaign out of Wieden + Kennedy, N.Y. The spot tackled the question of why germs seem to spread so quickly around the ESPN office.
Mr. Jenkins also worked on the fantastic super slow-mo Foot Locker spot out of BBDO New York, a feat of direction that had basketball launched Kyrie Irving being launche into the air for the longest--and most action-packed-- slam dunk ever.
He also tapped into election fever with "Candidates," for FedEx, also out of BBDO New York, which had rival politicians meeting in a FedEx store to congratulate each other on running "clean" races. For Grey New York, Mr. Jenkins also did a series of ridiculous NFL commercials, including this wacky one starring Greg Jennings, who takes a seat on a couple's laps.
Kenny Herzog also worked on some other ESPN efforts, including "Rudy," for the channel's Heisman House College Football coverage via TBWA/Chiat/Day Los Angeles, and a number of commercials for Volkswagen via Deutsch Los Angeles.
The shop also added director Paul Gay, the former DDB London art director previously repped out of Hungry Man and Omaha Pictures.