Tool Gets Profane for Purity Organic

The Brief:

Director Geordie Stephens of Tool of North America in collaboration with McCann Erickson, NY recently released a quizzically humorous :30 for Purity Organic Juice.

Tirade catches an angry business man at his worst as he curses out a co-worker on the phone. A cleverly implemented bleeping tone censors the inappropriate name calling. Clearly too angry to carry on a civil conversation, the man takes a calming swig of Purity Organic. Immediately following, the once enraged man's tone shifts to cool and calm. He then continues his conversation with the co-worker illustrating the juice brands ability to help people "Be More Pure."

The Creds:

Client: Purity Organic
Spots Title: Tirade
Air Date: July 2009

Agency: McCann Erickson, NY
GCD(s): Tom Murphy, Sean Bryan
Producer: Jeri Slater

Prod Company: Tool of North America
Director: Geordie Stephens
DP: Tami Reiker
EP(s): Brian Latt, Jennifer Siegel
Line Producer: Jeff Tanner
Production Designer: Peter Benson

Editorial: 89 Edit
Producer: Michael Coletta

Shoot Location: Los Angeles, CA

About Tool:

Bicoastal Tool of North America represents top-tier artists to the advertising industry. Tool's collective of talent includes: directors, photographers, cinematographers, technologists, mobile content creators, and video game creatives. This diverse talent pool affords Tool the ability to serve as a resource for agencies across commercial and digital productions, packaging the best creative teams available to develop compelling advertising with our agency partners.