I just can’t quit The Roosevelts. So it was with a sensitized eye that I first saw “Third Shift,” the new spot from Cheerios that honors the bond between food and family. Shot in muted colors that bring to mind Depression-era newsreels or Dorothea Lange, it is utterly faithful to the brand’s longtime messaging and promise. Truly a commercial to “love.”
In what is probably the most nerve-wracking spot on television, the new Infiniti Q50 takes us into the mind and front seat of a driver who’s more at home in his head than on the road. Apart from the great driver-assist technologies, the auto maker has a message we should all take to heart: don’t (over)think, text or do anything else except drive. A riveting and heart attack-inducing job from TBWA.
The styling is impeccable. (If I were Apple, I’d lodge a defamation suit or at least demand a huge product placement fee.) The talent, excellent (and politically correct). The storytelling is mesmerizing. (I admit it, I paid attention. I had no idea where it was going.) But the message? Obama is—surprise—cast as the villain, the disappointer-in-chief. More political humor (and magical thinking) from the Americans for Shared Prosperity (talk about a misnomer!) and their Republican friends, who approved this message.