-Last year, we covered a “Superfrau” for challenger Swiss sports brand On. The company recently launched a new, sweeping film that demands a full screen and headphones. Taming Giants is the story of ultra-athlete couple Katie Shide and Germain Grangier as they spend 42 hours to reach the summit of Mont Blanc (the mountain, not the fancy pen).
For you math buffs, that’s 188 kilometers and approximately 14,000 meters of elevation over two summits of more than 4,000 meters in height.
It’s gorgeous and interesting work—all wrapped in a compelling package. It’s a lovely fairly tale with the voiceover and isn’t the traditional extreme sports ad. Interspersed in the epic visuals is nifty animation from Studio AKA, which anchors the creative incredibly well.
“This has become the ultimate adventure, resulting in a mammoth achievement by two of the most determined ultra athletes in the world,” said Feliciano Robayna, head of sports marketing at On.
–R/GA is going through some transition. Minda and Erik report over on the Adweek mothership.
-The Biden camp turns Trump‘s Proud Boys comments on him in a new ad.
-And Biden plays the dog card! It was only a matter of time. It’s a side project from everyone’s favorite agency Twitter gadabout, Rob Schwartz.
-Pantone unveils a “period” shade to promote menstruation positivity.
–The office lunch is forever changed.
–M&C Saatchi had a rough year—and posted its unaudited figures.