Press Release from Gravity
New York City, Dec. 15, 2011 – Through agency Campbell Mithun, Minneapolis, Gravity has produced an all CG spot promoting Toro. Zviah Eldar, Gravity CEO/Chief Creative Director, and Bob Samuel, Gravity’s CMO/Executive Producer, made the announcement.
To view this spot, entitled “Snow Globe,” please see:http://www.interdubs.com/r/gravity/?al=LexcFol&an=nmmxlG&e=Nc5xXvwkE&t=1...
“Snow Globe” will run through mid December in major markets located in the nation’s heaviest “snow belt.”
In “Snow Globe,” we see a human hand slowly lift an all CG snowglobe that has inside of it a two-story yellow house surrounded by pine trees. The hand gently swirls the globe around, and snow lovingly cascades about the house and trees. Suddenly, a blizzard “attacks” the house, and we next see an out-of-shot snowblower blasting the snow out of the way. The end card reads, “Winter Comes Fast.” The house and trees now appear with just the right amount of snowy frosting on them, as we hear “Toro. Count on It,” and see the end card with Toro’s logo and website toro.com.
The spot conveys how universally victimizing a blizzard can feel and, for those with a suitable snow machine (Toro brand, of course), the joy of restoring control. It all happens in just 30 seconds and without the use of one real flake of snow. Instead of demonstrating an actual snowblower throwing snow, the spot presents the product’s power with the sound of a “snow plume” hitting the globe’s interior glass.
CREDITS FOR TORO “SNOWGLOBE” SPOT:
CEO/Chief Creative Officer: Zviah EldarDirector/Head of CG: Yuval LevyHead of Production: Karen Bianca BisignanoProducer: Russ DubeVFX Editor: Marc SteinbergProduction Coordinator: Kelly BenenatiCMO/Executive Producer: Bob Samuel
Campbell Mithun, MinneapolisExecutive Creative Director: Reid HolmesCD/Copywriter: Joe StefansonCD/Art Director: Randy GerdaVP/Director of Integrated Production: Kathy DiToroProducers: Bill Smallacombe
The Toro Company is a leading worldwide provider of turf and landscape maintenance equipment, and precision irrigation systems. With sales of nearly $1.7 billion in fiscal 2010, Toro's global presence extends to more than 80 countries through its reputation of world-class service, innovation and turf expertise. Since 1914, the company has built a tradition of excellence around a number of strong brands to help customers care for golf courses, sports fields, public green spaces, commercial and residential properties, and agricultural fields. More information is available at www.toro.com.
About Campbell Mithun:
Since its founding in 1933, Campbell Mithun has established a national brand-building reputation in the consumer packaged goods, retail, healthcare, financial services and telecommunications sectors and serves clients including General Mills, Land O’Lakes, SuperValu, Chipotle, Great Clips, Schwan’s, The Mayo Clinic and Toro. Its Compass Point Media unit, established in 1976, integrates strategic planning, tactical planning and negotiation to maximize media impact and minimize costs for both media-only and shared Campbell Mithun clients. The agency’s BrandOptix package-design resource provide in-house packaging capabilities.
Campbell Mithun has created client marketplace success for 78 years guided by Ray Mithun’s founding philosophy: create client success by making Everything Talk at each point of customer contact.
ABOUT GRAVITY:Gravity is an international visual effects, design and brand communications company with proven expertise in three integrated divisions: Features & Television, Commercials, and Digital. With 250 talented professionals across offices in New York, Los Angeles, Connecticut and Tel Aviv, the company is a widely renowned generator of high-end visual effects, creative content, motion graphics design, animation, branding, and digital strategy.
The company's clients include Universal Pictures, Warner Bros., DreamWorks, Sony Pictures Entertainment, HBO, Paramount Pictures, The Weinstein Company, Dimension Films, Coca-Cola, General Motors, Mercedes Benz, Verizon, Pantene, MGA Entertainment, Carlsberg, Kmart, and Braun. Gravity’s recent feature film credits include “Tower Heist,” “Crazy, Stupid, Love”, “The Adjustment Bureau”, “Arthur”, “The Other Guys”, “Salt”, “The Reader”, and “Ghost Town.” The company’s television credits include HBO’s “Bored to Death”, “The Sopranos”, and “Sex and The City.”
Gravity’s New York office is located at 315 Madison Avenue, 3rd Floor, New York, NY, 10017. The phone is 212/986-1584. The company’s West Coast office is located in the Lantana Building, 3000 West Olympic Blvd., Santa Monica, CA, 90404. The phone is 310/264-3909. For more information, please visit www.gravityworld.com.