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Reid Sheehan Latimer+Crew Helps Yelp Curate Yogis in New Campaign

Sapka Communications, 3 months, 3 weeks ago

Hungry Man's Dave Laden directs Ben Sinclair in humorous new spot

Reid Sheehan Latimer+Crew Helps Yelp Curate Yogis in New Campaign

Advertising agency Reid Sheehan Latimer+Crew (RSL+Crew) has just launched a national TV and social campaign for the local business review app and website Yelp as the service expands across multiple verticals and increases its mobile focus. The creative features Ben Sinclair, star of the upcoming HBO comedy series High Maintenance.

In the films, Sinclair and Yelp save desperate people from horrible situations, including a dentist at his first day of work, a class led by a less-than-limber yogi and a trashy tropical hotel hosting an inexplicable mattress fire. There’s always a better option on Yelp, which has “whatever you need, whenever you need it.”

“Simply put, the more people get to know Yelp’s brand personality, the more they love Yelp. In this case, that meant lighting mattresses on fire,” said John Reid, lead creative and cofounder of RSL+Crew.

The work is an extension of Yelp’s humorous “We Know Just The Place” campaign, also created by RSL+Crew and starring Sinclair, which launched nationwide on air and online last September. The Yelp work also marks RSL+Crew’s first client and one that embodies their model of assembling a talent-dense crew for high-profile projects.

Designed to increase awareness of Yelp, the 15- and 30-second executions are meant to make people actively seek out the service when looking for a better business. Video executions on digital and social channels will drive awareness with viewers on mobile and capture eyeballs missed by TV. Additionally, the work aims to expand awareness of Yelp’s services beyond restaurant reviews to a tool that can help you in a variety of categories that you’re looking for.

“RSL+Crew delivered an efficient and focused experience for Yelp, thanks to their lean design,” said Brian Osborn, vice president of consumer marketing for Yelp. “Building on our original idea, they brought to life the humour and relatability of finding a new local business in a way that shows the value add of Yelp in a range of situations.”

Creative Agency

Copywriter: Rob Thompson

Art Director: Vicente Montelongo

Creative: (Lead) John Reid

Head of TV / Production: Ben Latimer

Creative Agency: Reid Sheehan Latimer + Crew

Creative Founder: John Sheehan, John Reid

Music and Sound

Composer: John Nau and Andrew Feltenstein

Executive Producer: Adrea Lavezzoli, Susie Boyajan

Producer: Lindsey Lerman

Sound Mix: Jeff Malen


Edit Assistant: Brandy Troxler, Paul Coutu

Edit Company: Beast

Editor: Connor McDonald

Executive Producer: John Ettinger

Post Production / VFX

Colourist: Tyler Roth @ Company 3

Executive Producer: Lauren Roth, Ellen Turner

Flame: Joey Brattesani

Flame Artists: Michael Vaglienty, Colleen Smith

Managing Director: Michael Pardee

Post Production House: The Mission

Producer: Ryan Meredith

VFX Supervisor: Kristina Thoegersen

Production Company

Art Director : Monica Bidault

Director: Dave Laden

DOP: Stephen Langensteiner

Executive Producer: Kevin Byrne, Dan Duffy, Mino Jarjoura

Line Producer: Aura Santamaria

Producers: James Kadonoff

Production Company: Hungry Man, Tonic Films

Production Manager: Jacki Sextro