The&Partnership NY initiated the second phase of its “Make Time” campaign for The Wall Street Journal with two 30-second “Time Well Spent” pre-roll ads.
The ads, which feature Sir Martin Sorrell and Karlie Kloss, drive home that while viewers are wasting their time watching a pre-roll ad, the WPP CEO and fashion model have something better to do: reading The Wall Street Journal. Like its predecessors, the ads end with the line “People who don’t have time make time to read The Wall Street Journal.” The approach marks a twist on the previous spots’ emphasis on making time for the publication, evolving the idea into something slightly new and specific to its medium. We’re not sure how many viewers who already have to sit through a pre-roll ad will appreciate the approach, though. In addition to the pre-roll ads, the effort also includes print and OOH components.
Credits:
Agency: The&Partnership NY
Executive Creative Director: Isaac Silverglate
Head of Art: Dan Beckett
Creative Director/CW: Jonathan Horner
Designer: Ceara Teixeira
Art Director: Jerome Leclere
Head of Production: Dana May
Executive Producer: Lisa Kaplan
Producer: Shami LaCourt
Group Account Director: Nathan Stewart
Account Director: Ryan Colet
Account Manager: Cassie Farley
Planning Director: Veronica Thew
Production Company: M/A/D Pictures
Director/DOP: Adam Donald
Line Producer: Jacob Wasserman
Editorial: Final Cut
Editors: Sonejuhi Sinha, Geoff Hastings
Executive Producer: Lauren Bleiweiss
Offline Producer: Amy Lazarus
Color: Color Collective
Colorist: Alex Bickel
Color Producer: Claudia Guevara
Online: Significant Others
Flame Artist: Dino Tsaousis
Online Producer: Alek Rost
Audio House: Sound Lounge
Engineer: Tom Jucarone
Photographer: Craig LaCourt
Executive Producer: Karen Strauss
Media: M/SIX