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Posts Tagged ‘Curt Mueller’

So, Should You Go to Costa Rica?

“Anthem” the latest effort from Atlanta-based 22squared and the Costa Rica Tourism Board, may look like the rough cut of a Coldplay music video. The one-minute spot features shots of sherbet sunsets, beautiful landscapes, and even a frog jumping in slow-motion. The music is actually from M83 (from their Oblivion score), not Coldplay, but the point is that the commercial has the big sounds and simulated importance of something we’re used to seeing in music videos. That’s not a bad thing.

A few of Costa Rica’s recent tourism pitches have tried to capture this splashy substance. Patrick Pierson, who directed “Anthem,” also made the colorfully moody “Get Living.” And two years ago,  there was the Effie-winning Million Dollar Happiness campaign. In the travel ad arms race, Costa Rica is destroying those clumsy Ocean City commercials with the lifeguard who has frosted hair. Slow-motion frogs beat inserts of standard beaches every time. Credits after the jump.

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Let’s Go Furniture-Sniffing with 22squared & Aaron’s

Teens may sniff glue for kicks, but judging by the short spot from 22squared for furniture chain, Aaron’s, moms across the country will be releasing endorphins when they get a chance to sniff their newly leased furniture. Lonely housewife warning: Delivery men are not yours to sniff and/or keep.

Atlanta-based 22squared, which also counts clients including Buffalo Wild Wings and Baskin-Robbins, officially became the first AOR for Aaron’s this week (minus a formal review), and “The Smell of Ownership” is the third commercial they created for the furniture giant (the first two were created as part of a short-term project assignment). The title is a little misleading, though, since those leasing the furniture won’t actually own it, but some might call that effective advertising. We’ve seen better, we’ve seen worse, and we’ve seen Troy Aikman talking to Hulk Hogan in those Rent-A-Center ads.

Kudos to the actress for really committing to the sniffing and sacrificing chunks of brain cells. Credits after the jump.

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