(January 27, 2016) Agency Leo Burnett tapped Lucky 21’s Rob Pritts to direct the refreshing introduction of Centrum’s new Vitamints. In the spot, a husband is surprised by the burst of winter ushered forth with the twist of the Centrum cap of Vitamints. His wife, also covered in a fine dusting of snow, replies to his discovery with an air of knowing appreciation.
Watch it here: https://vimeo.com/153165984
Casting was a balance of hair and performance; with actors – especially the husband – who could be coated with winter white and react to the surprise without being overly wacky.
“We all agreed that the tone should be more curious calm than over the top. There had to be a layer of real to the surreal premise,” explains director Rob Pritts. “Most of the spot is without dialogue, so expression is everything.”
Agency: Leo Burnett EVP, Executive Creative Directors: Mylene Pollock & Jeanie Caggiano SVP, Creative Director: Eric Routenberg VP/CD: Amanda Butts Art Director: Mona Jo Copywriter: Caroline Ganson VP/Producer: Sean Pinney
Production: Lucky 21 Director: Rob Pritts DP: James Whitaker CEP: Tammie Kleinmann Executive Producer: John Gilliland Head of Production: Teresa Cameron Production: Kevin Sharpton
Editorial: Beast EP: Peter Hullinger Sr. Producer: Lauren Roth Producer: Joanna Woods Editor: John Dingfield