Creativity

A Sad, Lost Stuffed Panda Is the Star of Tile's First Brand Campaign

'Ernie' Has a Long Way to Go in Push From Deutsch L.A.

By Ann-Christine Diaz. Published on Oct 12, 2017

Editor's Pick

This mournful, artfully shot ad starring a lost stuffed panda is like a mini "Toy Story." It opens with an adorable little bear waking up on a dirty city street, looking up to find himself in the chaos of Gotham: 9-5ers shuffle quickly past, while a dog gives him a sniff. You get a sense of what happened to him when he looks hopefully up at a girl holding hands with her mother. Clearly, he's been separated from his child-owner, and from there, we see him embark on an epic quest.

"Where have you been? And do you still think of me?" croons the soft vocals on the soundtrack, making you wonder--was he dumped, forgotten?

The panda makes his way to the train, where he has a moment of connection locking eyes with a boy, but then he's out again, in an even more frightening world. He stows away in a cargo car, treads carefully through the woods and through the snow, where he bumps into a shadowy figure. Could things be taking a dark turn? No, it's alright, as this a friendly stranger, who helps him to the next leg of his journey--riding with sheep in a truck, hitching a lift on a motorcycle, and then, a boat in canal.

It seems he's completed a (circular) world tour by the time we find him back on that city sidewalk. A bell chimes, the panda glances down at his wrist, adorned with a square-shaped device, and he flops down, back into the gutter. The moment of revelation: a man pulls over in a car and sweeps up the panda, dropping him into the lap of a relieved little girl. That device was a Tile, the wireless tracker that helps its users easily find their lost goods.

Created out of Deutsch L.A. and directed by Mark Molloy, this ad is part of Tile's first-ever brand campaign, "Together We Find." Other components include "Lost Panda" posters featuring the bear, named Ernie, as well as an influencer push that will be sharing teaser video of Ernie. Online, there's also a more cheery instructional video featuring the girl and Ernie (all cleaned up), which schools consumers on how to use Tile.

Closer to the holidays, Tile will also be debuting "Lost & Tile: Ernie's Journey," a children's book featuring a dozen "look and find" illustrations inspired by the stories of real Tile customers.

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About

Credits

Date
Oct 12, 2017
Agency:
Deutsch
Chief Marketing Officer:
Simon Fleming-Wood
Client:
Tile
Senior Director, Brand and Product Marketing:
Bryan Rodrigues
Director of Brand Marketing:
Andrew Lum
Senior Brand Marketing Manger:
Veronica Tong
Chief Creative Officer, North America:
Pete Favat
Executive Creative Director:
Guto Araki
Creative Director/CW:
Eric Manchester
Creative Director/AD:
Neal Desai
Copywriter:
Jeb Quaid
Director of Integrated Production:
Vic Palumbo
Executive Integrated Producer:
Dan Kaplan
Integrated Producer:
Mariana Perin
Music Director:
Eryk Rich
Music Producer:
Chase Butters
Music Coordinator:
Dez Davis
Group Account Director:
Matt Matzen
Account Director:
Christi Johnson
Account Director:
Mark Thompson
Account Executive:
Jessica Ferri
Group Strategy Director:
Kelsey Hodgkin
Director of Integrated Business Affairs:
Abilino Guillermo
Senior Business Affairs Manager:
Terry Miglin
Director or Broadcast Traffic:
Carie Bonillo
Production Company:
Smuggler
Director:
Mark Molloy
Co-Founder:
Patrick Milling Smith
Co-Founder:
Brian Carmody
Executive Producer:
Shannon Jones
Line Producer:
Gustav Geldenhuys
Editorial Company:
Work Editorial
Editor:
Stewart Reeves
Assistant Editor:
Keith Hamm
Assistant Editor:
Josh Sasson
Executive Producer:
Marlo Baird
Producer:
Brian Scharwath
Grade Company:
CO3
Senior Colorist:
Tom Poole
Producer:
Alexandra Lubrano
Post Production Company:
Alt VFX
Founder / VFX Supervisor:
Colin Renshaw
Executive Producer:
Chris Fieldhouse
Producer:
Jess Calvert
Head of 2D:
Mathew Chance
Animation Lead:
Chris Rentoul
Production Company:
Legacy Effects
Design Company:
Lobo
Creative Director:
Mateus de Paula Santos
Executive Producer:
Luis Ribeiro
Producer:
Gabriela Leal
Design & Animation:
Leandro Beltran
Design & Animation:
Bruno Ronzani
Music:
Mophonics
Track:
"Girl in My Dreams"
Performed by:
Stephan Altman
Composed by:
Stephan Altman
Courtesy of:
Stephan Altman
By arrangement with:
Stephan Altman
Audio Post Company:
Lime Studios
Executive Producer:
Susie Boyajan
Producer:
Kayla Phungglan
Sound Engineer:
Mark Meyuhas
Assistant Mixer:
Peter Lapinski

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