Deutsch, New York teams up with Sonic Union mixer Steve Rosen and Number Six Editorial’s Lawrence Young to take viewers on a comically wild ride with movie star Salma Hayek on her mishap-plagued odyssey for a glass of milk in the new :30/:60 “Midnight Run.”  The spot, along with a heartwarming Hayek-starring :30 spot titled “Come Drink Your Milk,” is part of a new campaign from the Milk Processor Education Project (MilkPEP) called “The Breakfast Project.”  “Midnight Run” was directed by Oscar®-winning DP Wally Pfister.

In “Midnight Run,” Hayek enters her kitchen to get a late night glass of milk, only to find an empty container.  This alarming realization kicks off a comic montage of obstacles set to a lively mambo score as Hayek hops in her car to find more.  She endures empty store refrigerators, closed markets and drenching rainstorms, all to no avail.  She even suffers an unsuccessful bucket-toting attempt to trespass into a rural pasture full of cows.  Finally, disheveled and frazzled, she frantically pulls up alongside a milk truck driver and pleads for his help to relieve her craving.   At home later that morning, as a relieved Hayek enjoys a glass of milk in her kitchen, her daughter brings to her attention that they have run out of cereal.  The spot closes on the “Got Milk?” and “Nourish Every Day” tags.

ABOUT SONIC UNION

Sonic Union, New York was a concept born in 2008 between lauded mixers Michael Marinelli and Steve Rosen, and Managing Director Adam Barone.  The team set out to create the finest audio shop in New York, while also maintaining a family-like feel in a location that reflected—and supported—client comfort, natural light and the artists’ unwavering love of the craft.  Three years later, Sonic Union’s work has won top awards, their employees and clients play together after work, and its architecturally significant space overlooking the trees of Union Square has become a home-away-from-home for everyone who mixes there.

Sonic Union’s team, headed by Studio Manager Justine Cortale, includes the talents of Rob McIver, David Papa, and Paul Weiss. Other disciplines are growing, with the addition of veteran voiceover Casting Director Maria Pappalardo, who brings 15 years of agency experience to the group.

Sonic Union’s flourishing Motion Graphics and VFX studio chases new ideas through design, animation and visual effects, delivering smart and fresh work for an array of creative clients.  Pulling off the unexpected with unrivaled dedication, the process is infused with equal parts love and magic.  Come in and check out the state of our Union…

Credits:

Client: Milk Processor Education Program (MilkPEP)
Production Company: Independent Media
Director Wally Pfister
Agency: Deutsch, NY
Chief Creative Officer: Greg Dinoto
Group Creative Director: Bernie Hogya
Copywriter: Matt Moyer
Art Director: Rich Kolopeaua, Tim Hancock
Senior Producer: Crissy Cicco
Editorial House: Number Six Editorial
Editor: Lawrence Young
Assistant Editor: Clay Doggett
Editorial EP: Toni Lipari
Editorial Producer: Evan Meeker
Colorist: Stephen P. Arkle, Technicolor, Los Angeles
Colorist: Tom Poole, Company 3, NYC
VFX: Gravity VFX, NYC
Creative Director: Alex Postelnicu
Executive Producer: Bob Samuel
Producer: Karen Bisagono
Chief Creative Officer: Zviah Eldar
Music: Hyperballad Music, NYC
Creative Directors: Rob Niederpreum, Jonathan Benedict
Audio Post: Sonic Union, NY
Mixer: Steve Rosen