From an Olympics-themed commercial celebrating youth sports to lottery-inspired dancing in the streets, the output from Richmond’s advertising industry in 2024 was as colorful as four Alanis Morissettes singing “Ironic” in a car – and (ironically?) included just that.
But it wasn’t just celebrities that made for memorable moments from local agencies over the past 12 months. A pizza chain’s first spot from The Martin Agency turned heads, and Familiar Creatures kept up its Duke’s Mayo mojo, among other notable clips.
These are our picks for 2024’s standout locally produced ads and campaigns, in no particular order, pulled from The Pitch and other BizSense coverage:
The Martin Agency – Better Get You Some
Martin’s first spot for Papa Johns since the pizza chain hired it late last year featured a mishmash of surreal visuals and music by rapper Big Boi. “We wanted to celebrate those epic pizza-crave moments that jolt people into knowing it’s time to order,” Papa Johns VP and brand chief Jaclyn Ruelle told Muse by Clios in April.
“Pairing those with unexpected cultural Easter eggs and a killer music track, we’re reminding consumers about those moments made better with pizza,” said Ruelle, a former Martin exec who joined Papa Johns just before it tapped Martin as its lead creative agency.
Arts & Letters Creative Co. – Big Moments Every Day
Arts & Letters’ 30-second clip for Dick’s Sporting Goods aired over the Olympics and premiered during NBC coverage of the Paris Games’ opening ceremony.
“I love how it helped amateur athletes share the greatest stage in the world of sports. I love how it reminded us all that it doesn’t matter if you make it to the podium, but it’s how you play the game that matters most,” A&L founder Charles Hodges said on LinkedIn in July.
Fable Advertising/Spang – Shine On
Fable’s campaign for Virginia Lottery promoting the lottery’s app included TV, radio, outdoor, point-of-sale, digital and social media. The 30- and 60-second ads for TV and social were shot in Hopewell and featured 34 mostly Virginia-based dancers.
Local studio Spang produced the ads, which were directed by former MTV creative director Ali Roberto and choreographed by Travis Wall of “So You Think You Can Dance.” “It takes some major choreography to put a shoot together. Sometimes literally,” Fable CEO David Neale said.
Familiar Creatures – Welcome to Duke’s Country
Familiar Creatures’ campaign for four-year client Duke’s Mayo included this 30-second spot directed by Adam Willis of L.A.-based Friends&Family.
“With all the new folks moving into the Deep South, we wanted to find a way to make them feel at home,” Familiar Creatures said of the clip in its August newsletter.
Martin Agency – UScellular ‘Ironic’ campaign
Martin enlisted Alanis Morissette for this spot for UScellular. The 60-second clip takes cues from and re-creates scenes from the singer-songwriter’s 1996 “Ironic” music video.
As Fierce Network reported in July, the campaign aimed “to highlight the ironies of modern day phone usage in a ‘thought-provoking and entertaining way’ to promote positive digital health. And oh, by the way, UScellular’s whole ‘put down your phone’ campaign is ironic.”
Virginia Tourism – My Home Virginia
Virginia Tourism’s third season of its video web series My Home Virginia aired on the state agency’s website and YouTube channel and in Virginia welcome centers.
Part of the agency’s overall marketing efforts to promote state tourism, the latest episodes focused on Virginia’s role in the lives of local athletes who call Virginia home, including Jon Lugbill, a world-champion whitewater canoe slalom racer who retired in June after three decades leading the Richmond nonprofit Sports Backers.
Two Tango Collaborative – Virginia DMV ‘Close Call’ campaign
This motorcycle safety campaign for Virginia DMV’s Highway Safety Office promoted its Virginia Rider Training Program. The 30-second spot was produced by Spang with audio mixing by In Your Ear Studios, which also mixed the campaign’s radio spots. Two Tango’s work on the campaign included conducting focus groups with Good Run Research & Recreation and establishing an integrated media and creative strategy.
The King Agency – Virginia VINE ‘Exhale’ campaign
King Agency’s campaign for Virginia Victim Information and Notification Everyday, an automated service administered by the National Center for Policing Innovation, consisted of video, print, out-of-home, digital and radio ads to raise awareness for VA-VINE’s protective order notifications.
Alice Blue – Free Guitars 4 Kids animation
Alice Blue put together this 50-second animation for Free Guitars 4 Kids, a Minnesota-based nonprofit. The clip features former “The Voice” contestant Katrina Cain singing Queen’s “Break Free.” The brand campaign was led by Minneapolis agency Preston Spire.
FreshMove Media – We are Proud to Serve
This recruitment video for the Hanover County Sheriff’s Office highlighted the various teams under the department’s umbrella, including search-and-rescue and the dive and SWAT teams. Innsbrook-based FreshMove conducted multiple shoots to capture different aspects of a career with the department, ranging from action scenes such as patrols and traffic stops to training exercises and community engagement.
From an Olympics-themed commercial celebrating youth sports to lottery-inspired dancing in the streets, the output from Richmond’s advertising industry in 2024 was as colorful as four Alanis Morissettes singing “Ironic” in a car – and (ironically?) included just that.
But it wasn’t just celebrities that made for memorable moments from local agencies over the past 12 months. A pizza chain’s first spot from The Martin Agency turned heads, and Familiar Creatures kept up its Duke’s Mayo mojo, among other notable clips.
These are our picks for 2024’s standout locally produced ads and campaigns, in no particular order, pulled from The Pitch and other BizSense coverage:
The Martin Agency – Better Get You Some
Martin’s first spot for Papa Johns since the pizza chain hired it late last year featured a mishmash of surreal visuals and music by rapper Big Boi. “We wanted to celebrate those epic pizza-crave moments that jolt people into knowing it’s time to order,” Papa Johns VP and brand chief Jaclyn Ruelle told Muse by Clios in April.
“Pairing those with unexpected cultural Easter eggs and a killer music track, we’re reminding consumers about those moments made better with pizza,” said Ruelle, a former Martin exec who joined Papa Johns just before it tapped Martin as its lead creative agency.
Arts & Letters Creative Co. – Big Moments Every Day
Arts & Letters’ 30-second clip for Dick’s Sporting Goods aired over the Olympics and premiered during NBC coverage of the Paris Games’ opening ceremony.
“I love how it helped amateur athletes share the greatest stage in the world of sports. I love how it reminded us all that it doesn’t matter if you make it to the podium, but it’s how you play the game that matters most,” A&L founder Charles Hodges said on LinkedIn in July.
Fable Advertising/Spang – Shine On
Fable’s campaign for Virginia Lottery promoting the lottery’s app included TV, radio, outdoor, point-of-sale, digital and social media. The 30- and 60-second ads for TV and social were shot in Hopewell and featured 34 mostly Virginia-based dancers.
Local studio Spang produced the ads, which were directed by former MTV creative director Ali Roberto and choreographed by Travis Wall of “So You Think You Can Dance.” “It takes some major choreography to put a shoot together. Sometimes literally,” Fable CEO David Neale said.
Familiar Creatures – Welcome to Duke’s Country
Familiar Creatures’ campaign for four-year client Duke’s Mayo included this 30-second spot directed by Adam Willis of L.A.-based Friends&Family.
“With all the new folks moving into the Deep South, we wanted to find a way to make them feel at home,” Familiar Creatures said of the clip in its August newsletter.
Martin Agency – UScellular ‘Ironic’ campaign
Martin enlisted Alanis Morissette for this spot for UScellular. The 60-second clip takes cues from and re-creates scenes from the singer-songwriter’s 1996 “Ironic” music video.
As Fierce Network reported in July, the campaign aimed “to highlight the ironies of modern day phone usage in a ‘thought-provoking and entertaining way’ to promote positive digital health. And oh, by the way, UScellular’s whole ‘put down your phone’ campaign is ironic.”
Virginia Tourism – My Home Virginia
Virginia Tourism’s third season of its video web series My Home Virginia aired on the state agency’s website and YouTube channel and in Virginia welcome centers.
Part of the agency’s overall marketing efforts to promote state tourism, the latest episodes focused on Virginia’s role in the lives of local athletes who call Virginia home, including Jon Lugbill, a world-champion whitewater canoe slalom racer who retired in June after three decades leading the Richmond nonprofit Sports Backers.
Two Tango Collaborative – Virginia DMV ‘Close Call’ campaign
This motorcycle safety campaign for Virginia DMV’s Highway Safety Office promoted its Virginia Rider Training Program. The 30-second spot was produced by Spang with audio mixing by In Your Ear Studios, which also mixed the campaign’s radio spots. Two Tango’s work on the campaign included conducting focus groups with Good Run Research & Recreation and establishing an integrated media and creative strategy.
The King Agency – Virginia VINE ‘Exhale’ campaign
King Agency’s campaign for Virginia Victim Information and Notification Everyday, an automated service administered by the National Center for Policing Innovation, consisted of video, print, out-of-home, digital and radio ads to raise awareness for VA-VINE’s protective order notifications.
Alice Blue – Free Guitars 4 Kids animation
Alice Blue put together this 50-second animation for Free Guitars 4 Kids, a Minnesota-based nonprofit. The clip features former “The Voice” contestant Katrina Cain singing Queen’s “Break Free.” The brand campaign was led by Minneapolis agency Preston Spire.
FreshMove Media – We are Proud to Serve
This recruitment video for the Hanover County Sheriff’s Office highlighted the various teams under the department’s umbrella, including search-and-rescue and the dive and SWAT teams. Innsbrook-based FreshMove conducted multiple shoots to capture different aspects of a career with the department, ranging from action scenes such as patrols and traffic stops to training exercises and community engagement.
This was a very fun few minutes. Thanks. And to Jon Lugbill, thank you for your leadership in making Richmond into one of the top outdoor cities in the US.
Cute
Fantastic work all around! Thanks for putting this together Jonathan.
Richmond has such an amazing creative community. I’m proud to be a part of it.