Creative Director’s Choice: Moa Netto of Rapp NY on ET’s holiday reunion
Creative Director’s Choice gives creative directors a chance to highlight the best work and spotlight campaigns that are making a difference.
This week, Moa Netto, chief creative officer at Rapp New York, talks about the bravery in getting the ET 'A Holiday Reunion' spot for Xfinity together and on air.
ET Holiday Return
A recent piece of work that really impressed me is Xfinity’s ‘A Holiday Reunion’ short film featuring ET, launched during Thanksgiving to celebrate the idea of reconnecting for the holidays.
There are so many parts that I love, like the simplicity of the idea, its non-traditional format, its emotional connection to this time of the year, how it transported us back in time and the way the brand was smoothly introduced.
But for me, the key word to pop out when I think about this piece of work is bravery.
First, from the team who had the idea to allow their minds to even go there. Then, from the internal stakeholders, who could have easily shut it off with very plausible arguments: Steven Spielberg said he never wanted to do a sequel (which is something the main actor Henry Thomas reiterates in the making of short film – have a look at his reaction when he found out Spielberg had signed it off).
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Then pitching it to the clients and getting them on board. Then pitching to Spielberg to get his sign off. And finally, I can imagine how challenging the whole journey was to execute in a way that holds true to the original film.
Looking completely from the outside, although I believe the idea is key (nothing would have happened without it and, yes, I wish I had it), the fearlessness to pursue it and make it happen is, in my opinion, the great inspiration here for the entire industry.
I am reading a book called Measure What Matters from John Doerr, and he opens it by saying that when it comes to tech companies and startups, ideas are nothing and execution is everything. As a creative person, it was a bit shocking to me to read this the first time, but it did make me think.
When it comes to the ad world, I still feel ideas and creativity are the key foundation for what we do, and it is what ultimately adds exponential value to our clients’ business. But it is the collective maker spirit, the ability to align a crew to overcome barriers and fearlessly make ideas like that happen that makes a difference and moves the industry forward. So here’s to all the brave minds, creators and makers behind this idea. You’ve inspired us all. And I guess you’ve made Hollywood feel like they’ve just lost a great opportunity to the ad world.
Moa Netto is chief creative officer at Rapp New York.
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