Leo Burnett’s newest advertainment for retailer Marshall’s was shot by acclaimed Euro/LA-based cinematographer Hoyte Van Hoytema (“Interstellar,” “Spectre”), currently shooting “Dunkirk” for Christopher Nolan on a combination of 15/70mm IMAX film and Super Panavision 65mm film, and directed by London-headquartered Peter Thwaites, of The Corner Shop.
Titled “Recalculating,” the 75-second digital video and 30-second TV spot features a big blue GPS icon following its daily directions, when suddenly it decides to break free and explore the exciting surrounding world.
The icon takes in everything the world has to offer — from rain to blowing bubbles to a sunny day in the park – to the song “Almost There,” by the band Opus Orange. The song invites audiences to open their eyes and surprise themselves.
The campaign reflects Marshall’s belief that every visit to the store is a break from the ordinary and shoppers are always in for a new thrill.
Leo Burnett won the Massachusetts=based retailer’s creative account a year ago, succeeding GSD&M in Austin, Texas. Marshall’s media spending totaled $95 million in 2015, according to Kantar media.
Burnett credits go to CDs Sarah Block and Brandon Jenkins; art director Robin Laurence and copywriter Jonathan Fussell. Tony Wallace was EP.