72andSunny, Smirnoff Ice ‘Keep it Moving’ with an Octogenerian

By Erik Oster Comment

72andSunny launched a campaign for Smirnoff Ice’s new Electric extension entitled “Keep it Moving” featuring the return of deaf dance teacher Chris Fonseca from 72andSunny Amsterdam’s “We’re Open” campaign and the arrival of octogenerian Instagram sensation Baddie Winkle (Helen Ruth Van Winkle).

Ms. Winkle is shown dancing, winning at Dominoes and generally partying like it’s several decades ago in the 60-second spot. She opens the spot by saying that when she looks in the mirror she sees “a diamond, 87-karat, getting brighter everyday.” Not one to sit on the sidelines, she insists “we were born to shake, dip and roll” and that the only thing she’s in danger of breaking on the dance floor is “your man’s heart.”

The product in question, meanwhile, is shown chilling in a bucket of ice for easy access as revelers make their way on and off of the dance floor. This product extension, which looks like and is packaged like an alcoholic sports drink, is designed to appeal to active drinkers who want something they can guzzle while dancing, particularly EDM-enthusiasts (thus the “Electric” title). Fonseca, meanwhile, returns for his own dance-fueled inspirational ad. While it’s a reiteration of the story told in “We’re Open” it will still be fresh to most of the spot’s American audience.

“It’s not a performance drink; it’s not a sports drink; it’s not an energy drink,” Diageo-Guinness USA brand director of malt beverages  Heather Boyd explained to AdAge. “It’s completely unique to what exists in the segment right now. It doesn’t spill and it’s noncarbonated, so you can shake it and it won’t spurt around.”

CREDITS
AGENCY: 72andSunny New York
Executive Creative Director: Guillermo Vega
Managing Director: James Townsend
Director of Production: Lora Schulson
Senior Film Producer: Kim Cross
Production Coordinator: Emma Ogiens
Creative Director: Adolfo Alcala
Creative Director: Brandon Pierce
Senior Writer: Mikio Bradley
Senior Designer: David Goss
Designer: Danny Demers
Jr. Designer: Pedro Sampaio
Jr. Writer: Colin Frawley
Group Brand Director: Karla Stewart    
Brand Director: Andy Silva
Senior Brand Manager: Emily Hoyle
Brand Coordinator: Sarah Consagra
Business Affairs Manager: Laura Fraser
Strategy Director: Tom Callard
                           
Production Company: Epoch
Director: Zachary Heinzerling
Executive Producer: Melissa Culligan
Director of Photography: Stuart Winecoff
Line Producer: Jonathan Wang
 
Editorial: Cut N Run
Editor: Sam Ostrove
Editor: Ben McCambridge
Assistant Editor: Beau Dickson
Post Producer: Evyn Bruce
Colorist: Tom Poole @ CO 3
Sound Design: Q Department
Mix: Phil Loeb + Keith Reynaud @ Heard City
 
Music Supervisor: Jessica Dierauer @ Multiverse
Music: Intro music by Asche & Spencer.  Licensed track: ‘Watch Me Now’ by Busy Signal
 
BADDIEWINKLE FILM CREDITS
 
AGENCY: 72andSunny New York        
Executive Creative Director: Guillermo Vega
Managing Director: James Townsend
Director of Production: Lora Schulson
Senior Film Producer: Kim Cross
Production Coordinator: Emma Ogiens
Creative Director: Adolfo Alcala
Creative Director: Brandon Pierce
Senior Writer: Mikio Bradley
Senior Designer: David Goss
Designer: Danny Demers
Jr. Designer: Pedro Sampaio
Jr. Writer: Colin Frawley
Group Brand Director: Karla Stewart    
Brand Director: Andy Silva
Senior Brand Manager: Emily Hoyle
Brand Coordinator: Sarah Consagra
Business Affairs Manager: Laura Fraser
Strategy Director: Tom Callard
                           
Production Company: Epoch
Director: Zachary Heinzerling
Executive Producer: Melissa Culligan
Director of Photography: Stuart Winecoff
Line Producer: Veronica Balta
 
Editorial: Cut N Run
Editor: Sam Ostrove
Post Producer: Evyn Bruce
Assistant Editor: Beau Dickson
Colorist: Tom Poole @ CO 3
Sound Design: Q Department
Mix: Keith Reynaud @ Heard City
 
Music Supervisor: Jessica Dierauer @ Multiverse
Music: Intro composition by Finger Music. Licensed track: ‘Breakout’ by Arnie Love

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