Once again, the Neptunes are behind the perfect basketball sound. Last time it was for Nike "Battle;" this time they're all over the Baby track that carries cool, noirish visuals of Tracy McGrady's solo skills (which could be why many a critic has pointed to the too-close similarities between the ads of the rival sneaker companies these days). The spot features the one line of verse lyrics of the song that are suitable for broadcast. No matter, it's all about the "Brrrrrrrrrrrr... What happened to that boy?" refrain that closes the spot.
Composer: The Neptunes Song: "What Happened to That Boy" Musical Artist: Baby Agency: TBWAChiatDayS.F. CD: Chuck McBride CW: Scott Duchon AD: Brian Lee Hughes Agency Producer: Jennifer Golub Director: Jake Scott/RSA USA Editor: Kirk Baxter/Final Cut Effects: MK12
What "Pictures of You" did for the urge to engage in digital photography, this track does for epistolary pursuits. The spot pits the lyrics "I'm'a gonna mail myself to you," against a montage of wholesome (yet not hokey) images of Americans experiencing the joys of writing, sending and receiving all manner of letters and packages via good old snail mail. The result is enough to make anyone want to get lickin'. And as the track makes clear, even if words aren't your thing, your own good self is always a welcome addition to any mailbox.
Music: John McCutcheon Track: "Mail Myself to You" Agency: Campbell Ewald/Detroit CD: Mark Simon ACD/CW: Michael Stelmaszek AD: Marcia Levenson Agency Producer: Mike Nizza Director: David Deneen/Form Editor: Rob Watzke/Red Car
OK, we can argue all day about whether or not it's a great spot. But dang if that old old-school track don't stick in the old noodle. Frank Budgen teams with the tricksters at The Mill to serve up the eye-popping human heap rising in the streets of Rio (see opposite page), and (taking a page from Jay-Z?) taps Ms. Temple for a purposefully anti-fashion musical complement.
Song: "Get on Board, Lil' Children" Musical Artist: Shirley Temple Agency: TBWA/London CD: Trevor Beattie Agency Creatives: Tony McTear, Paula Marcantonio Director: Frank Budgen/Gorgeous Enterprises, London Effects: The Mill/London