Merman's Guard Brothers direct new Kinetic campaign
The directing duo, consisting of Tom and Charles Guard, helm a comedic campaign for the fibre internet provider.
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Credits
View on- Agency McCann/Detroit
- Production Company Merman/USA
- Director The Guard Brothers
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Credits
View on- Agency McCann/Detroit
- Production Company Merman/USA
- Director The Guard Brothers
- Chief Creative Officer Sean Bryan
- Creative Director Beth Hambly
- Creative Director Dan Birney
- Executive Producer Stephen Leslie
- Executive Producer Jessica Miller
- Line Producer Susan Hebert
- DP Toby Irwin
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Credits
powered by- Agency McCann/Detroit
- Production Company Merman/USA
- Director The Guard Brothers
- Chief Creative Officer Sean Bryan
- Creative Director Beth Hambly
- Creative Director Dan Birney
- Executive Producer Stephen Leslie
- Executive Producer Jessica Miller
- Line Producer Susan Hebert
- DP Toby Irwin
The Guard Brothers, who are represented for commercial work through Merman, have directed this latest campaign from fibre internet provider Kinetic with McCann/Detroit.
The campaign includes an anthemic hero spot highlighting its Internet Better brand promise and a comedy vignette, Problems, that humorously goads users who are still using cable online services instead of updating to fiber.
The latter features a technician visiting a home that is tangled in wires with nerdy businessmen (the old cable company providers) hiding in a closet and camouflaged “hidden fees” lurking in bushes in the front yard.
Tom and Charles Guard (The Guard Brothers) are highly sought after by advertisers and are well known for telling stories with scale, charm and a lightness of touch that has characterised their most iconic campaigns. They approach commercial-making with a cinematic eye and an uncanny ability to create narratives that are heartfelt, soulful and emotional.
