Merman's Guard Brothers Direct New Kinetic Campaign
The Guard Brothers, who are represented for commercial work through Merman, have directed the latest campaign from fiber internet provider Kinetic with McCann/Detroit. The campaign includes an anthemic hero spot highlighting its “Internet Better” brand promise and a comedy vignette, “Problems,” that humorously goads users who are still using cable online services instead of updating to fiber. The latter features a technician visiting a home that is tangled in wires with nerdy businessmen (the old cable company providers) hiding in a closet and camouflaged “hidden fees” lurking in bushes in the front yard.
Tom and Charles Guard (The Guard Brothers) are highly sought after by advertisers and are well known for telling stories with scale, charm and a lightness of touch that has characterized their most iconic campaigns. They approach commercial-making with a cinematic eye and an uncanny ability to create narratives that are heartfelt, soulful and emotional.
They have directed campaigns for Onstar, Toyota, Lexus, Sony Playstation, Nike, Nokia, Stella, Chevy, and GM among many others. Their work has been celebrated on many top advertising lists, and has garnered top prizes at industry award programs. Their Audi spot “Prom” was ranked among the most popular on the USA Today Ad Meter.
CREDITS
Client: Kinetic
John Harrobin - President
Aaron Pierce - Vice President, Integrated Marketing
Ann Marie Morris, Senior Director, Content & Creative
Amanda Sangster - Director, Brand and Creative
Angie Williams - Senior Associate, Principal Brand Marketing
Sara Johnides - Associate Director, Brand Marketing and Content Strategy
Agency: McCann Detroit
Krysty Sagnia - Managing Director
Sean Bryan - Chief Creative Officer
Tim Galvin - Executive Account Director
Beth Hambly - Creative Director
Dan Birney - Creative Director
Michelle Marinos - Account Supervisor
Julie Peterhans - Director, Business Management
Martha Carter - Director, Integrated Production
Stephen Leslie - Executive Producer
Trin Lucchese - Senior Project Manager
Production: Merman Branded
The Guard Brothers - Directors
Kira Carstensen - Global Managing Partner
Ellen Clarke - Global Managing Partner
Jessica Miller - Executive Producer
Susan Hebert - Line Producer
Director of Photography - Toby Irwin
1st AD: Thomas Patrick Smith
