New Balance Make Excellence Happen
New Balance is running “Let’s Make Excellent Happen”, a campaign including TV, print, digital advertising, engagement with the company’s online community, viral video content as well as in-store and event exposure. The campaign is centred around a television commercial in which New Balance shoes are put to the test in New York City. Set to the beat of The Dandelions On the 54, the ad follows the arc of a New York City day and night building up to a big outdoor race. As the music pounds on, workers lay a temporary track on a Hudson River pier, where professional runners and regular people of all kinds converge to partake in a series of races that are alternately off-the-wall and intense. Whether the action focuses on armadas of New Balance workers papering the city with race fliers, panoramic views of the tops of skyscrapers, or the floodlit nighttime track, Recker perfectly fits the music with the onscreen story.
Click on the image below to play the video in YouTube (HD)
Click on the image below to play the New Balance Team video in YouTube (HD)
The Excellence campaign was developed at Arnold Worldwide, New York, by creative director Dave Register, art directors Luke Perkins and Eric Stephenson, copywriter Mike Howard and agency producer Billy Near.
Filming was shot by directors Ellen Kuras and Lance Accord via Park Pictures, with executive producers Jacke Kelman Bisbee and Dinah Rodriguez.
Editor was Hank Corwin at Lost Planet Editorial with producer Meagan Carroll.
Colorist was Fergus Mccall at The Mill, New York. Post production/effects was produced at Black Hole by lead VFX/Inferno artist Tim Farrell.
Audio post production was done at audioEngine by mixer Rex Recker, executive producer Sharon DiTullo-Tepper, and producer Jessie Meade.
Music is “On the 54” by The Dandelions.