The results are in, and Bodega Studios’ Mazda spot, “Braeden’s Story,” is number three on Ad Age’s list of the holiday season’s most effective ads. The rankings are determined by ad tracking firm Ace Metrix, which uses metrics like likeability, relevance, desirability, purchase intent and attention. This holiday season was especially competitive, with brands doing an overall great job of both promoting brands through engaging storytelling.
The :90 “Braeden’s Story” piece follows Braeden Mannering, a young philanthropist who was singled out by the NBC and Mazda “Drive for Good” program. Braeden is the founder of the charity “Brae’s Brown Bags” (3B) which delivers food, water, gloves, scarves and a letter of hope to those in need.
To thank the young boy for all his selfless work, actress Minnie Driver shows up at Braeden’s house with a spacious Mazda hatchback filled with supplies for the brown bags. Braeden also receives $30,000 to help even more people from NBC and Mazda. The nonprofit was chosen from hundreds of charities and was announced as the winner on the live broadcast of the 2014 Rockefeller Center Christmas Tree Lighting prior to the first airing of the “Drive for Good” short.
Says Bodega director Adam Reid, “The lighting of the tree in Rockefeller Center is an American tradition. And I’m hopeful that families everywhere who were watching will see what Braeden is doing and say to themselves, ‘Hey, we could do that too.’”
Braeden is grateful for the contribution, saying that “My heart is happy when I know that other hearts are being filled.”
Learn more about Braeden Mannering and Brae’s Brown Bags HERE.
Credits:
Client: Mazda
Title: “Drive for Good,” :90
Agency: NBC Universal
VP, Executive Creative Director: Scott Weisenthal
Executive Producer: Miguel Rodriguez
Associate Creative Director: Joe Schrack
Production Company: Bodega Studios
Director: Adam Reid
Head of Production: Michael Flexner
Producer: Rayna Saslove
Director of Photography: Evan Jake Cohen
Post Production: Northern Lights
Editor: Chris Carson
Color and Flame: Chris Hengeveld
Executive Producer: Robin Hall
Sound Design: SuperExploder
Mixer: Ted Gannon
Executive Producer: Beth Cummins
About Bodega
Bodega is a content creation company based in New York and San Francisco.
We tell stories on screens of every size. We make commercials, promos and digital content.
Our integrated approach allows for collaboration through every step in the process from creative to production through post including audio, finishing, design and visual effects.