Tuesday, September 19, 2006


Saatchi & Saatchi New York recently put to air a new spot for Folgers, the largest coffee brand in the US, which was created by Aussie expat Leo Premutico and his South African born creative partner Jan Jacobs and directed by New Zealand's Steve Ayson from The Sweet Shop). The spot, with post also done in New Zealand, has become the buzz at P&G headquarters. This unchartered territory for the Cincinnati client is bound for awards glory and has been featured on CNN, CNBC, FOX news and VH1, whilst also generating hundreds of thousands of downloads online.

Executive Creative Director: Tony Granger
Creative Director: Jan Jacobs/Leo Premutico
Copywriter:Jan Jacob
Art Director: Leo Premutico
Executive Producer: Sheldon J. Levy
Production Company & City: The Sweet Shop
Director: Steve Ayson
Producer: Cindy Kavanagh
DOP:Jac Fitzgerald
Editor & Company: Jack Hutchings @ TVNZ, Auckland
Colourist: Dave Gibson @ Digital Post, Auckland
Post Production/Visucal Effects & City: Puck Murphy @ Perceptual
Engineering, Auckland
Music and Music Publisher (Composer or Original soundtrack): Michael Weiner
and Allan Zachary based ex Los Angeles
Audio Post Company: Sound Lounge: New York, NY
Mix engineer: Phillip Loeb


Anonymous Anonymous said...

"bound for awards glory" - I thought the shithouse category was dropped this year?

1:55 PM  
Anonymous Anonymous said...

Erm, take away the fact that it was made by God himself, isn't it another ad from the 'niggling doubt' school of advertising?

You can visualise pretty well anything, your inner child, your niggling doubt, your enthusiasm.. mornings. The list really does go on and on.

Fucking great direction though. Steve's awesome.

2:21 PM  
Anonymous Anonymous said...

Problem is that the ad itself is utterly intolerable.

I can't wait until the end, then the pay off is no reward. Have all the yellow bastards been drinking Folgers?

2:38 PM  
Anonymous Anonymous said...

Not very good is it? Although i hear that the US marketers are even worse than ours, so they're probably happy just to get something through!

3:05 PM  
Anonymous Anonymous said...

Hundreds of thousands of people went to see 'Big Momma's House 2.'

Doesn't mean it's 'bound for awards glory.'

3:25 PM  
Anonymous Anonymous said...

Somone else had that idea up on the wall at the AWARD school graduation.

3:41 PM  
Anonymous Anonymous said...

Same guys 3:41

They were in my tutor group - top blokes. Good luck to them I say.

3:58 PM  
Anonymous Anonymous said...

Seems a lot like Starbucks Glen to me, but not as funny.

Amazing effects though.

4:02 PM  
Anonymous Anonymous said...

My Journal, Leo

Today I made and ad, not one of my best, not one of my last as I'm only 28.

Also, was made ECD of Saatchi's NY, so that's nice.

Went to bed and slept very well.

4:29 PM  
Anonymous Anonymous said...

This ad proves that the big boys in advertising do shit ads too, albeit with a bigger budget then us mortals.

6:49 PM  
Anonymous Anonymous said...

The ad's great, and it's an excellent insight. How Leo and the Saatchi mob got P&G to agree that their target audience was hungover adolescents is beyond me, but more power to them!

6:55 PM  
Anonymous Anonymous said...

um, it's fucking awful.not enough funny bits to make the horribly camp yellow fuckers bearable.ahh well, good to know that even the wunderkind uber creator of advertising is human.

7:25 AM  
Anonymous Anonymous said...

Not as good as the Starbucks Bring on the Day spot

8:58 AM  
Anonymous Anonymous said...

I thought the insight was going to be that people who need their morning coffee hate chirpy morning people. I was waiting for a funny twist.

9:22 AM  
Blogger darryl parsons said...

wow. I really liked it. Going by everyone's comments I must be really out of touch or something.

9:48 AM  
Anonymous Anonymous said...

You fuckers know shit!

Can't wait for it to pick up at award shows to prove how wrong you insecure hacks are.
Nice insight, great direction and made me laugh.

9:50 AM  
Anonymous Anonymous said...

please let me sleep. would drive me effening mad after the second viewing

2:00 PM  
Anonymous Anonymous said...

9.21: That is the insight you twat.

2:42 PM  
Anonymous Anonymous said...

I love this ad. For real.

4:14 PM  
Anonymous Anonymous said...

4:29, Leo doesn't sleep.

12:00 AM  
Anonymous Anonymous said...

Another feeble one, I'm afraid boys.

They've done some BRILLIANT work but this ain't it by a million miles.

They say judge a CD by his worst ad not his best....could be trouble ahead, boys.

2:06 AM  
Anonymous Anonymous said...

2:06 AM. If we're judging CD's by their worst ad they'd all be totally fucked.

9:21 AM  
Anonymous Anonymous said...

"They say judge a CD by his worst ad not his best....could be trouble ahead, boys."

Disregarding my doubts about who "they" might be, if this is Leo's worst ad, it's a billion times better than most CD's worst. And I'd include Droga in that assessment.

So it looks like Leo's going to do mighty well. Unless of course the quote above is actually a completely false pile of twaddle.

10:10 AM  
Anonymous Anonymous said...

btw, is this the reason leo chose 'cougar' as his best ad over the victoria tvc? hello, the latter is WAY better.

12:15 PM  
Anonymous Anonymous said...

you mean the ball of string ad? Pretty plonky tune over pretty girls roling balls of string is dull as dish water, give me spaced out sun people any day.

1:38 AM  

Post a Comment

<< Home