Directed by the legendary production co Smuggler, this ad is only slightly more bombastic in their "burn pink toys" mantra than the previous Beastie Boys infringing one, created by Goldiblox themselves. More glamrocktastic thanks to the soundbed of Slades "Cum On Feel the Noize" , but did they get the rights this time? Would be quite douchebaggy not to.
(Note: The song was licensed. Not by RPA, or Goldieblox, but by Intuit. )
Intuit gave this ad to Goldieblox for the super bowl, a four million dollar media buy alone, to show that Intuit helps small businesses, and the conversation, I predict, will not be about Intuit's quickbooks. The story is once again, girls who build large feats of engineering - this time a Rocket ship - out of pink toys, because presumably playing with a book and a few yellow spools and ribbons will make your seven year old girl a rocket scientist. Clearly not the Montessori school of thought here (* no pretend play). Full disclosure: as the mother of a eight year old girl, I am the target market. And I'm thoroughly unimpressed by both the product and the ad.
Agency: RPA Santa Monica
Client: Intuit
EVP/CCO: Joe Baratelli
SVP/Group Creative Director: Pat Mendelson
VP/Creative Director: Nathan Crow
VP/Creative Director: Adam Lowrey
Copywriter: Chris Juhas
Art Director: Ben Tolbert
SVP/Head of Production: Gary Paticoff
Senior Freelance Producer: Carolyn Casey
Production Co.: Smuggler
Founding Partner: Patrick Milling Smith
Founding Partner: Brian Camody
COO: Lisa Rich
Director: Filip Engström
Bidding Producer: Shannon Jones
Line Producer: Donald Taylor
Production Supervisor: Daria Tarlow
DP: Erik Sohlstrom
Production Designer: Jason Dawes
Editor: Kim Bica
Editorial Company: Arcade Edit
Managing Partner/EP: Damian Stevens
Executive Producer: Nicole Visram
Senior Producer: Kirsten Thon-Webb
Assistant: Trevor Schulte
Color: MPC/LA
Colorist: Mark Gethin
Music: HUM Music
Creative Director: Scott Glenn
Associate Creative Director: Kristin Dyrud
Executive Producer: Debbi Landon
Arranger: Josh Loucka
President: Jeff Koz
VFX: Carbon
Executive Producer: Frank Devlin
Creative Director: Chris Noellert
Associate Producer: Nick Vassil
Flame Assistant: Jim Gomez
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