Wolf Group helped boost spirits after Sept. 11, 2001 by creating memorable ads that featured ordinary New Yorkers and famous people saying, "I Love New York," for New York & Co.
A year later, the New York agency has created a similar new TV spot that seeks to revitalize the still-recovering Battery Park City area.
After the shop won the account in May, following a review against other, undisclosed contenders, agency executives went downtown to find out what people working and living there were feeling.
"People were strongly committed," said Ned Russell, chief operating officer of Wolf Group in New York. "They wanted the world to know they were there."
The resulting spot, which breaks today on New York-area stations, shows scenes of people frolicking in Battery Park City: rollerblading, eating lunch and buying fruit from vendors. "Work is back," a voiceover says.
The voiceover lists other things that have returned—such as working lunches and sunsets—while shots of a bustling Battery Park City unfold. Battery Park City Authority president and CEO Timothy Carey and chairman James Gill appear at the end of the spot and say the area is back and better than ever.