The model and company collaborated intently on “Don’t Go Gently” with the intention of redefining the class and making it extra inclusive, whereas leaning into a particular cinematic type. The work, representing the largest advertising push to this point for Tecovas, means to talk to boundary pushers and others who aren’t afraid to make waves and get seen, just like the commercials’ memorable stars.
Rode laborious, hung up moist
In casting the marketing campaign’s unapologetically daring characters, the group wished “people who seem like they’ve lived a little bit laborious and quick possibly,” Watkins mentioned. “We seemed for individuals who didn’t really feel like somebody you’d see in a industrial. Individuals who felt like actual folks with distinct, attention-grabbing options.”
That was true even for cameos like Moe, the shoe attendant in “How She Rolls,” the place the actor seemed like “a man who’d labored in a bowling alley for 20 years, and was over it,” Watkins mentioned.
Creatives selected the areas with comparable targets in thoughts, shunning the polished in favor of one thing worn, weathered and timeless.
“Stains on the ceilings, chips within the paint—the much less good, the higher,” Watkins mentioned. “Even in publish, we deliberately stored some grit and texture within the areas as a substitute of overlaying them up.”
Soundtracks had been fastidiously chosen, with an help from Good Ear Music Supervision, to enchantment to followers past the nation style. And the director, actor-writer-comedian Kate Hollowell, introduced a mixture of expertise, together with music movies for pop star Katy Perry.
The complete 60-second hero advertisements will likely be distributed on the model’s social channels. Minimize-downs will air throughout a variety of broadcast, streaming and digital platforms comparable to Meals Community, Bravo, CW, Paramount+, Peacock, Discovery+, Hulu and YouTube TV.
Extra social content material will fan out throughout TikTok, Fb, Pinterest and Instagram. Print will run nationally, and out of dwelling advertisements will seem in Austin.
CREDITS:
Shopper: Tecovas
Chief Advertising and marketing Officer: Gillian Kennedy
Government Inventive Director: Brian Jordan
Senior Design Director: Craig Denham
Senior Inventive Producer: Mary Beth Pellegrino
Company: Preacher
Chief Inventive Officer: Rob Baird
Chief Government Officer: Krystle Loyland
Chief Technique Officer: Seth Gaffney
Inventive Director: Marcus Brown
Inventive Director: Zach Watkins
Group Model Director: Kristen Meade
Junior Model Supervisor: Grant Howard
Copywriter: India Allen
Artwork Director: Caroline Jinks
Affiliate Technique Director: Madelyn Wigle
Government Producer: Stacey Higgins
Senior Producer: Kasia Olczak
Manufacturing Coordinator: Aggie Ryan
