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Posts Tagged ‘Natalie Portman’

J. Lo Has the Music in Her, Kohl’s Clothing on Her

In Jennifer Lopez‘s first commercial appearance since that whole FIAT fiasco and director Darren Aronofsky‘s first ad since graphically depicting the horror of meth addiction, the two Hollywood stars are joining forces in a lighthearted TV spot for Kohl’s department stores.

In this spot from McCann NY, Aronofsky seems to be finally giving a gift to those who assumed his film Black Swan would be about dance and not Natalie Portman going hilariously insane. The “Classic: Remixed” title is both referring to J. Lo’s clothing line’s twist on spring fashion staples as well as her own twist the Kiki Dee Band’s 1974 single, “I Got the Music in Me.” Add to that a supporting cast of male back up dancers, and you have what may be a look inside Aronofsky’s strong desire to direct a sequel to Save the Last Dance. Credits after the jump.

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Darren Aronofsky Directs Horrifying Meth PSAs

Warning: The above and below spots are of a graphic and disturbing nature. If  viewed at work, wear headphones and attempt to keep the shocked gasp volume low.

If there’s one film that could scare fifth graders away from drugs forever, it would be director Darren Aronofky‘s 2000 drama, Requiem for a Dream. Perhaps no other major motion picture in history better captured the horror of heroin and speed addiction, as we watched the film’s characters lose their dignity, limbs and sanity due to a heavy reliance on drugs.

One could argue that Requiem is the ultimate anti-drug PSA. (Some even argue that the director’s most recent hit, Black Swan, could be seen as an anti-ballet PSA, or at least an anti-Natalie Portman PSA.) So, when agency Organic and prodco Wild Plum were looking their next celebrity director to helm the camera for a new series of spots for the Meth Project, Aronofsky’s name was undoubtedly at the top of the list. After all, the Meth Project “aims to reduce first-time meth use with its hard-hitting and graphic portrayals,” and it doesn’t get more graphic than the above attempted suicide spot, does it?

Aronofsky has created four absolutely terrifying spots for the campaign, and perhaps even more shocking than the spots themselves is the fact that they will, apparently, actually air on TV. I mean, how does one get back into their regularly scheduled episode of Gossip Girl after seeing a young boy about to give sexual favors to a stranger in a hotel room to support his crippling addiction (above)?

If the creative brief from The Meth Project read, “Scare children to the point that they will never want to leave the house again,” then bravo to Organic and Wild Plum. In four 30-second spots, they somehow made meth less appealing than that entire horror movie-esque second season episode of Breaking Bad. View the rest of the spots here and the Meth Project’s new website here. Credits after the jump.

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