Why let go of a winning formula that viewers enjoy, especially when it’s helped your client amass 20 million active users for its marketplace app in less than two years?
This week, CP+B Miami returns with new ads for Letgo that continue the comic stylings of the brand’s Cannes Bronze Lion-winning launch campaign.
As in earlier spots, the work focuses on folks who form sentimental and humorously perilous attachments to various cherished possessions. Ultimately, they find buyers for their stuff using the Letgo app.
Take, for example, the mom in our first clip. She stubbornly clings to her daughter’s rocking-horse chair in the hope of passing it on to her grandchildren. That normally wouldn’t be such a big deal, but there’s a big-ass tornado bearing down:
“The challenge was, ‘How do we keep the elements that we feel are working well, while at the same time keep pushing creatively to make sure we’re not just making the same ad over and over?’ ” Jeff Siegel, creative director at CP+B, tells Adweek.
At this point, the approach feels familiar, but not played out. We know a punch line’s coming, but not how it will arrive, and that puts a fresh spin on things. (Really, did you expect those rocking-horse shoppers to touch down in a storm-blown SUV?)
Next, we learn that nothing enhances an avalanche scenario better than an unwieldy shopping-mall arcade game:
“As much as we can, we try to recreate conversations that happen in garages and attics all over America, and just set them in ridiculous scenes,” Siegel says. “But if you dial up the danger too much, it starts to distract from the relationship between the characters. Finding that balance can be tricky.”
The high production values are a plus, and they’re deployed with great aplomb by veteran Hollywood director Craig Gillespie, who helmed previous effects-driven spots for the brand, including one with a memorably dangerous disco ball.
Sometimes, though, fancy-schmancy visuals aren’t required. After all, this stuff isn’t brain surgery. Or is it?
” ‘Hospital’ was actually shot in an abandoned hospital,” Siegel says. “If you close your eyes and imagine how creepy an abandoned hospital is, then add 50 percent, you’ll probably be about halfway to how creepy it really was.”
And what’s the deal with that fictional ab-booster belt?
“It was a pretty nifty contraption made from a weightlifting belt and a paint mixer,” says Siegel. “If you cranked it up it got vibrating pretty fast. I don’t know if it did anything for our actor’s core, but he did say it gave him a little bit of lower back pain.”
Agency: CP+B Miami
Chief Creative Officers: Marcos Medeiros, Andre Kassu
Executive Creative Director: Tom Adams
Creative Directors: Jeff Siegel, Alvaro Ramos, Marcelo Rizerio
Copywriters: Luiz Paccillo, Jon Colón, Guy Olson
Art Directors: Mihail Aleksandrov, Carolina Perez-Siam, Samantha Hodian
Group Account Director: Claudia Machado
Account Director: Tammie Degrasse-Cabrera
Content Manager: Cristina Flores
Director of Content Production: Kate Hildebrant
Executive Business Manager: Katherine Graham-Smith
Senior Producer: Ian Kelly
Junior Producer: Jessica Piele
Production Company: MJZ
Director: Craig Gillespie
Producer: Deb Tietjen
Executive Producer: Emma Wilcockson
Editor: Eric Zumbrunnen
Executive Producer: CL Weaver
Producer: Brittany Carson
Assistant Editor: Ben Insler
Executive Producer: Baptiste Andrieux, Shira Boardman
Head of Production: Juliet Tierney
Producer: Saima Awan
Creative Director: Jean-Marc Demmer
VFX Supervisor: Philip Ineno
Flame Compositor: Paul Heagney
CG Lead: Yann Mallard
CG Supervisor: Aryel Melek-Shalom
VFX Coordinator: Evan Kantor
Telecine: Company 3
Colorist: Siggy Ferstl
Producer: Matt Moran
Sound Design/Mix: Barking Owl Sound
Sound Design/Mixer: Morgan Johnson
Producers: KC Dossett, Ashley Benton
Music: JSM Music
Creative Director: Joel Simon
Executive Producer: Jeff Fiorello