McCormick "Pure" Super Bowl :30
McCormick · The Studio Years · 2015 -- 2019
This is a simple spot that started out as a brand manifesto video, then was shaped into a potent spot that ran during the 2016 Super Bowl pre-game show.
A tremendous success for the brand and the agency, it garnered so much internal energy, and tested better than existing TVC, the brand got 100% behind the spot, and a new direction for their ads to come.
Four studio builds -- 360i, then Viacom, R/GA, and BBDO Atlanta -- inside the biggest agency structures in the business, during the era of traditional big-idea production: network TV, Super Bowl spots, the polished end of the craft. Same core problem every time: how do you build a creative production engine inside an organization that wasn't designed for one?