CP+B Miami launched a new spot for secondhand marketplace app letgo that sees one woman reluctantly let go of her “Disco Ball.”
The ad opens on two women on a motorcycle, with a large disco ball partially obstructing the cyclist’s view and causing at least one accident. When the other woman expresses her desire to get rid of the item, she says, “I can’t, it takes me back to the seventies.” (That she likely wasn’t even born yet in the seventies only adds to the absurdity.) But when she uses letgo, from her seat on the back of bike, she’s able to find a the perfect family for the disco ball and overcome the other woman’s reluctance to be rid of it. As Adweek points out, “it’s worth noting how subtly CP+B handles the two women’s relationship, not bothering to clarify whether they’re a couple or roommates,” one of the more refreshing aspects of the ad.
The spot follows on the heels of April’s “Commercializer” campaign featuring Dolph Lundgren, but its approach harkens back to previous efforts such as “Space.” Its formula is more or less the same: showcasing the app’s ease of use with an absurd scenario. In this case, that scenario is a bit more down-to-earth, striking a good balance between ridiculous and relatable. It may be unclear why the woman is driving her motorcycle around with the disco ball, but many viewers can relate to the need to get rid of useless items whose sentimental value they overestimate. As the app continues to gain in popularity, we expect to see more of the approach, which fits the brand better than the “Commercializer” schtick, soon.
On a completely unrelated side note, we’ve not heard of any updates on Jeff Benjamin’s post-JWT project, Disco.
Credits:
Spot Title: “Disco Ball”
Creative Agency: CP+B Miami
Executive Creative Director: Gustavo Sarkis
Creative Directors: Jeff Siegel, Alvaro Ramos
Copywriter: Jon Colón
Art Director: Carolina Perez-Siam
VP/Group Account Director: Claudia Machado
VP/Director of Content Production: Kate Hildebrant
Executive Business Manager: Katherine Graham-Smith
Content Manager: Marshall Mann, Cristina Flores
Sr. Integrated Producer: Ian Kelly
Jr. Integrated Producer: Jennifer Malki
Production Company: MJZ
Director: Craig Gillespie
Producer: Martha Davis
Executive Producer: Emma Wilcockson
Edit Company: Exile Edit
Editor: Eric Zumbrunnen
Executive Producer: CL Weaver
Producer: Toby Louie
Assistant Editor: Tara Wall
VFX/Finishing: Eight VFX
Executive Producer: Shira Boardman
Head of Production: Juliet Tierney
VFX Supervisor: Jean-Marc Demmer
VFX Coordinator: Evan Kantor
Flame Artist: Philip Ineno, Andy Davis, Joe Chiao
Flame Compositor: Paul Heagney
Telecine: Company 3
Colorist: Siggy Ferstl
Producer: Matt Moran
Sounds Design and Mix: Barking Owl Sound
Producer: KC Dossett, Ashley Benton
Sound Design: Michael Anastasi
Mixer: Morgan Johnson
Music: JSM Music
Creative Director: Joel Simon
Executive Producer: Jeff Fiorello