This is better from Smartwater. The Glacéau water brand has used Jennifer Aniston for some time—finally they've produced a piece of content together that feels somewhat fresh. Once again, the premise isn't revolutionary—the video, from ad agency AR New York, purports to show "jennifer aniston security tapes" from cameras around her house. But it gives the actress room to be funny—and she can be very funny—without having to wedge herself into an overcrowded scene like the previous spot, in which Keenan Cahill, Paul "Bear" Vasquez, dancing babies and other Internet stars tried to help her make the video go viral. (Her print ads have been pretty blah as well, although anything with Aniston topless will do well in spite of itself.) In the new clip, the faux-pregnant Aniston—she's expecting triplets!—is upstaged only by the dark-curly-haired Aniston at the end. It all just feels less manufactured overall, and much more entertaining as a result.
Director Alek Keshishian shot the spot during a single-day shoot in Malibu. "Addressing all the tabloid rumors felt like a compelling and humorous idea," he says. "Because Aniston was brave enough to go for it, I was especially careful to make sure she always felt part of the creative process. After all, this was her life we were poking fun at. … We focused on the most prominent rumors out there, and took them to their most logically absurd conclusion. Sensational celebrity gossip is so ubiquitous, and addressing it in a humorous way felt like a perfect vehicle to get multiple views for Smartwater while creating a sense of empathy for both Aniston and the brand."
Credits below the spot.
CREDITS
Advertising Agency: AR New York
Chief Creative Officer: Raul Martinez
Executive Creative Director: David Israel
Executive Producer: Helaina Buzzeo
Director of Client Services: Jason Garcia
Account Director: Kristen Opalach
Production Company: Station Film
Director: Alek Keshishian
Executive Producer: Michael Di Girolamo
Executive Producer, Producer: Caroline Gibney
Unit Production Manager: Leanne Amos
First Assistant Director: Anthony Dimino
Director of Photography: James Whitaker
Art Director: Gary Matteson
Editing Company: Cosmo Street
Editor: Tessa Davis
Executive Producer: Yvette Cobarrubias
Producer: Patty Paz
Assistant Editor: John Bradley
Post Effects Company: Arsenal FX
Visual Effects Supervisor: Lauren Mayer-Beug
Visual Effects Executive Producer: Ashley Hydrick
Visual Effects Producer: Pravina Sippy
Flame Artists: Mark Leiss, Terry Silberman
Computer Graphics Artist: David Hyatt
Design Artist: Nathan Boldman
Roto Artist: Crystal Strait
Sound Company: Beacon Street Studios
Sound Designer, Mixer: Paul Hurtubise
Producer: Caitlin Rocklen