To create awareness and excitement for Sony’s new in-dash A/V navigation systems with TomTom technology, 180LA brings us a digital campaign that includes two music videos (one rock-themed, seen above, and another R&B-based after the jump) featuring a mash-up of music and navigation. Directed by Grammy Award Winner, Trish Sie, I kind of love these. They’re funny, they acknowledge the annoyance of not knowing where you are, and the casting is spot on. Also, I dig that one of the videos is set in LA as anyone who’s driven there knows what a fuckmare it is to get around.
Gavin Lester, creative director at 180LA says, “The videos target 22-49 year-old women and men who take their digital music everywhere but are looking for a dependable, quality way to play their music and videos in the car.”
Credits and R&B video after the jump
CREDIT LIST
Campaign: AVN
Spot: Rock Ballad and R&B
Agency: 180 Los Angeles
Client: Sony
Agency: 180LA
Executive Creative Director: William Gelner
Creative Directors: Gavin Lester, Ari Weiss
Copywriter: Laura Mulloy
Art Director: Amy Servidea
Executive Producer/Managing Partner: Peter Cline
Producer: Dave Stephenson
Digital Producer: Daniel Laiblin
Group Account Director: Kelli Stam
Account Manager: Mike Slatkin
Production
Production Co.: Bob Industries
Director: Trish Sie
DP: Andy Kebo
Executive Producer: T.K Knowles
Executive Producer: John O’Grady
Executive Producer: Chuck Ryant
Producer: Diane Castrup