"Musical chairs" breaks today, running simultaneously on television and in cinemas across Europe.
In the ad, a basketball match is in full swing complete with the traditional musical backing provided by an organ player used to punctuate moments of the game.
When the music stops, the basketball game suddenly turns into a game of musical chairs, with players, cheerleaders, team mascots, the referee and the audience all scrambling for chairs.
One player and one audience member are left, and begin to hunt high and low for a remaining spare seat -- no stone is left unturned, with toilet seats, seats in the players' locker rooms and a seat on a forklift truck all being taken, before the action returns to the arena.
The ad ends with the tagline "play", previously used in Wieden & Kennedy's award-winning "tag" spot for Nike, which also focused on playful competitiveness.
"Musical chairs" was created by copywriter Carlo Cavallone and art director Alvaro Sotomayor. It was directed by Ulf Johansson via production company Traktor. It was shot on location in Dallas, Texas and features music by Jonathan Elias, along with the organ player who kicks off the game.
Media planning for the campaign was by Wieden & Kennedy Amsterdam and MindShare; buying was through MindShare except for Spain and Portugal, where it was handled by Media Planning Group.
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