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Michel Gondry Directs ‘Training Tracks’ for Gillette

To celebrate the end of NFL training camps and the start of the regular season, Gillette and BBDO NY released “Training Tracks” a music video using only the sounds of NFL players and other athletes training.

Who could pull of such an unusual, even avant-garde concept? Probably only Academy Award-winning director Michel Gondry. So that’s who they got. Gondry directs the spot, based on a track conceived by Phil Mossman of LCD Soundsystem fame. The “music experiment” was produced at the acclaimed Ocean Way Studios in Hollywood.

“Training Tracks” features NFL stars Champ Bailey, Kayvon Webster, BenJarvus Green-Ellis and Giovani Berard, as well as former Notre Dame offensive guard Mike Golic, Jr., all of whom participated in Gillette’s  “Built for Training” program this summer. You may not recognize all the athletes as they come into and out of focus, but the sounds they make work surprisingly well. The spot is also expertly shot (obviously) and a much-welcome departure from Gillette’s normal blase approach to advertising (or worse yet, that terrible Adrien Brody/Andre 3000/Gael García Bernal campaign). Let’s hope they continue putting out more interesting and unique (an overused word in the ad world for sure, but one that definitely applies here) work like this spot with new agency Grey in the future.

Credits:

Agency: BBDO New York

Client: Gillette

Title: “Training Tracks”

 

Chief Creative Officer: David Lubars

Executive Creative Director: Toygar Bazarkaya

ACD/Art Director: Jake Shaw

ACD/Copywriter: Brian Wiesenthal

Executive Producer: Brian Mitchell

Music Producer: Loren Parkins

Producer: Cordelia Kipp

 

Account Director: Ben Griffiths

Account Executive: Alfredo Lang

 

Production Company: Partizan

Director: Michel Gondry

Executive Producer: Sheila Stepanek

Producer:   Grace Bodie

 

Post House: Final Cut NY

Editor: Adam Rudd

 

Sound Design Company: Henryboy

Sound Designer: Bill Chesley

Producer: Kate Gibson

Composers and Arrangers: Phil Mossman & Liv Spencer

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