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Lucky 21's Rob Pritts Directs Refreshing Launch Spot For Centrum Vitamints

Lucky 21, 8 months ago

Leo Burnett Chicago introduces Centrum's new minty vitamins with new ad

Lucky 21's Rob Pritts Directs Refreshing Launch Spot For Centrum Vitamints

Leo Burnett Chicago tapped Lucky 21’s Rob Pritts to direct the refreshing introduction of Centrum’s new Vitamints. In the spot, a husband is surprised by the burst of winter ushered forth with the twist of the Centrum cap of Vitamints. His wife, also covered in a fine dusting of snow, replies to his discovery with an air of knowing appreciation.

Casting was a balance of hair and performance; with actors – especially the husband – who could be coated with winter white and react to the surprise without being overly wacky.

“We all agreed that the tone should be more curious calm than over the top. There had to be a layer of real to the surreal premise,” explains director Rob Pritts. “Most of the spot is without dialogue, so expression is everything.”
Creative Agency

Creative Director: Eric Routenberg & Amanda Butts

Copywriter: Caroline Ganson

Art Director: Mona Jo

Producer: Sean Pinney

Creative Agency: Leo Burnett

Executive Creative Directors: Mylene Pollock & Jeanie Caggiano


Editor: John Dingfield

Executive Producer: Peter Hullinger

Producer: Lauren Roth & Joanna Woods

Production Company

Director: Rob Pritts

DOP: James Whitaker

Executive Producer: John Gilliland

CEO : Tammie Kleinmann

Head of Production: Teresa Cameron

Producer: Kevin Sharpton

Category: Pharmacy , Vitamin

Genre: Comedy