Going cold turkey was never the best strategy for Cookie Monster in ramping down his cookie intake. You've got to step down gradually from all that sugar. That's the main takeaway from this amusing Google Play spot, themed to New Year's resolutions, from Mullen's San Francisco office. Turns out the Rocky theme only carries you so far. Having wrapped up 2012 nicely with its Zeitgeist video, it's no surprise Google is getting such a quick start on 2013. This is a marketer that loves its milestones. Credits below.

CREDITS
Client: Google Play
Spot: "New Me"
Agency: Mullen. San Francisco 
Chief Creative Officer: Mark Wenneker
Group Creative Director: Paul Foulkes
Creatives: Paul Foulkes, Brian Tierney, Jamie Rome, Emile Doucette
Director of Integrated Production: Liza Near
Executive Producer: Zeke Bowman
Senior Producer: Liz Shook
Associate Producer: Vera Everson
Agency Senior Content Producer: Jamee Sheehy
Account Team: Zach Rubin, Tara Inskip, Courtney Calvert, Steve Raggiani, Hannah Hewitt
Editorial: Lost Planet, New York
Editor: Chris Huth
Lost Planet Executive Producer: Krystn Wagenberg
Lost Planet Producer: Kate McCormick
Post Vector Art and Color: Black Hole
Black Hole Producer: Tim Vierling
Mix: Tom Jucarone, Sound Lounge
End Animation: Autofuss