Soft Shoulders

Published on .

People as cars has been done before - most notably a very funny Geico spot from The Martin Agency last year - but it's probably never been done on the scale of Nike's "Tag," which is what Goodby, Silverstein's first big corporate push for the redesigned Saturn calls to mind: "Tag," with everyone barely trotting. Directed by comedy superhottie Noam Murro, there are some laughs here, but it's the dazzling mix of shots, the baroque piano score and the sheer number of people involved and roads closed that keeps things interesting. The inevitable corporate fluff - something about "we don't see sheet metal, we see people"- is thankfully delivered in a very subdued voiceover.

Client: Saturn Agency: Goodby, Silverstein & Partners CD: Jamie Barrett AD: Mark Wenneker Agency Producer: James Horner Director: Noam Murro/Biscuit Filmworks Editor: Avi Oron/Bikini Editorial Effects: Ring Of Fire Music: Gregory Czerkinsky

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