PureGrowth Partners and Sonic Union mix engineer Rob McIver find better energy options in the comedic :30 “Acupuncturist” and :15 “Shaman” for SK Energy Shots. The campaign features two individuals resorting to acupuncture needles and a wildly dancing shaman for answers to their low-energy problems, when the solution is much simpler.
“Acupuncturist” opens on a woman with a face full of needles. Her clueless acupuncturist desperately rifles through an Acupuncture for Fools book as the woman asks, “How long have you been doing this again?” The obvious newbie replies, “Just relax. We need to release the energy flow.” An SK Energy logo and voiceover conclude, “There’s a simpler way to find good energy. SK Energy Shots: Natural caffeine sourced from green coffee beans. Zero calories, great taste.”
[youtube http://youtu.be/msaZi8nL1BY]“Shaman” opens on a confused man sitting in a shaman’s room—or teepee—as the shaman chants, dances around him and blows dust in his face. This is another subject in need of a “simpler way to find good energy.” SK Energy Shots was launched in 2011 as PureVentures’, PureGrowth’s brand creation and brand building arm, as its first portfolio company and it is in distribution in over 70,000 US stores.
Credits
Client: SK Energy Shots
Titles: “Acupuncturist” :30, “Shaman,” :15
Agency: PureGrowth
President: Dani Simpson
ECD: Chris Clarke
EP: Candice Vernon
Production Company: Dream Machine
Director: Chris Clarke
EP: Dylan Steinberg
Producer: Alon Simcha
DP: Vince Peone
Editorial: Alison Mao Edits
Editor: Ali Mao
Telecine: MPC
Colorist: Adrian Seery
EP: Adina Birnbaum
Audio: Sonic Union
Mix Engineer: Rob McIver
Producer: Pat Sullivan
Studio Manager: Justine Cortale
ABOUT SONIC UNION
Steve Rosen, Michael Marinelli, and Adam Barone got together for some pints in 2007. After way too many of those, they hatched an audacious plan that would eventually give rise to Sonic Union in late 2008 – their 8,000 foot treehouse and audio mix playground overlooking Union Square. Over a short period, they’ve grown both staff and capabilities to include music supervision and voiceover/on-camera casting to their established role as the premiere audio boutique in New York. Award-winning agencies, editorial firms, visual effects studios, and production houses routinely collaborate with Sonic Union for sound expertise.
Swing on by and let’s play.