Great Leaps Forward




This is my ad of the summer. Not just to join in the clamour of acclaim. Not just because like him, I’ve been inspired to get myself down the gym for the first time ever. But because it encapsulates everything we try to put into the creative that we do for Cherry Tiger’s clients.

It tells the truth (no matter how challenging it might be)

It sells the purpose, not just the function of product. It simplifies the message, but never loses it’s power. And most importantly I think it treats it’s hero, and it’s viewer with respect. There’s no pandering to fashion, aspiration or stereotype. It shows us the world. And how, in a small way, we can make it better.

The thing is, in the wrong hands a brief like this could have come out so much worse. Thank goodness it stayed human and true.