Creativity

Watch Grass Grow for Seven Hours on U.S. Cellular's Marathon Pre-Roll

Film Promotes Its Data Package

By Alexandra Jardine. Published on Sep 26, 2016

Editor's Pick

U.S. Cellular is setting out to prove how great its data package is with a pre-roll ad that features seven hours of grass growing.

To demonstrate that with its deal of 7GB of data for only $49 a month, you could watch hours and hours of video on your phone, the brand made a film that kicks off with its spokesperson mowing a huge lawn. After 15 seconds, he leaves and the camera focuses on the grass and we start to watch it grow for the next seven hours.

If you actually want to sit through the spot, you'll see him reappear several times to check on how much the grass has grown and participate in various outdoor activities. He plays croquet at 1:28:59, flies a kite at 3:09:30, escapes being attacked by bees at 3:36:09, orders himself a pizza at 4:13:16, and you'll see a UFO pass overhead when it gets dark at 6:55:07.

The campaign is by MullenLowe, and was directed by David Gray (who we think might deserve a medal.) The agency believes it to be the longest pre-roll ever, the previous record having been set by Virgin America's six-hour film in 2014.

Who knows, with the current vogue for "slow TV," some might even find it relaxing.

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About

Credits

Date
Sep 26, 2016
Agency:
MullenLowe
Chief Creative Officer:
Mark Wenneker
Client:
U.S. Cellular
Executive Creative Director:
Tim Vaccarino
Executive Creative Director:
David Weist
Creative Director:
Rob Kottkamp
Creative Director:
John Kearse
Senior Art Director:
Pier Madonia
Copywriter:
Macie Soler-Sala
Group Account Director:
Gillian Casey
Account Director:
Mike Cassell
Account Supervisor:
Elissa Adler
Assistant Account Executive:
Eloise O'Connor
Senior Digital Strategist:
Lucia Corso
Executive Director of Integrated Production:
Liza Near
Director of Broadcast Production:
Zeke Bowman
Executive Producer:
Josh Litwhiler
Assistant Broadcast Producer:
Ashley Donovan
Senior Business Affairs Manager:
Vanessa Fazio
Project Manager:
Caroline Hulin
Director:
David Gray
Producer:
Rachel Perkins
Editorial Company:
Editbar
Editorial Producer:
Margaret Flatley
Editor:
Charlie Coffou

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