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Coi “Lennox” 2002

Coi “Lennox” (2002) is a Coi commercial directed by Kevin Thomas for M&C Saatchi, produced by Thomas Thomas Films. It won one award: D&AD 2002 Wood Pencil — TV & Cinema Advertising / Public Service and Charities - Individual and Campaigns.

Lennox Lewis discusses the importance of control in boxing, contrasting it with the uncontrollable rage he feels when confronted with domestic violence.

Video: Kevin Thomas on Vimeo

Shot by shot

  1. A man with long dreadlocks, wearing a black t-shirt, sits and speaks in a brightly lit, minimalist room.© Coi0:00
  2. A person's hand, with visible red marks, holds a kettle under running water in a kitchen sink.© Coi0:08
  3. A man with dreadlocks and a goatee speaks directly to the camera in a medium closeup shot, with a faint overlay of another person's face.© Coi0:12
  4. A man with dreadlocks, wearing a black t-shirt, sits and looks to the right in a bright, minimalist white room.© Coi0:15
  5. A woman in a floral robe sits with her back to the camera, looking out a window with sheer curtains in a dimly lit room.© Coi0:17
  6. A man with dark skin and dreadlocks, wearing a black shirt, clenches his fist in a studio void with a light blue background.© Coi0:22
  7. A man with dreadlocks and a goatee speaks to the camera in a medium closeup shot, with a light blue background.© Coi0:28
  8. A man with dreadlocks and a mustache looks down, with his hands clasped in front of his mouth, in an interior setting.© Coi0:31
  9. A woman in a floral robe sits at a table, looking down with her hands clasped, in a dimly lit room with a window.© Coi0:34
  10. A Black man with dreadlocks and a goatee looks up and raises his hand to his head in an interior setting.© Coi0:40
  11. A man in a dark polo shirt comforts a woman in a floral shirt who is sitting and crying by a window in a dimly lit room.© Coi0:45
  12. A man's hand with a ring gently touches a woman's shoulder, who is wearing a floral top, in an interior setting.© Coi0:50

Stills © Coi. Made by M&C Saatchi, Thomas Thomas Films and Kevin Thomas.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A boxer's internal struggle with violence and control.

Tagline: “Could you?”

celebrity endorsementinterview stylecontrast editingemotional monologuesocial commentary

The cut

Length
61 s
Shots
31
Average shot
2.0 s

What creatives use Coi “Lennox” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Coi “Lennox”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A man with long dreadlocks, wearing a black t-shirt, sits and speaks in a brightly lit, minimalist room.© CoiA person's hand, with visible red marks, holds a kettle under running water in a kitchen sink.© CoiA man with dreadlocks and a goatee speaks directly to the camera in a medium closeup shot, with a faint overlay of another person's face.© CoiA man with dreadlocks, wearing a black t-shirt, sits and looks to the right in a bright, minimalist white room.© Coi
    Frames from Coi “Lennox”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Coi “Lennox” in order, with its length, framing and what happens in it.

    A man with long dreadlocks, wearing a black t-shirt, sits and speaks in a brightly lit, minimalist room.© CoiA person's hand, with visible red marks, holds a kettle under running water in a kitchen sink.© CoiA man with dreadlocks and a goatee speaks directly to the camera in a medium closeup shot, with a faint overlay of another person's face.© CoiA man with dreadlocks, wearing a black t-shirt, sits and looks to the right in a bright, minimalist white room.© CoiA woman in a floral robe sits with her back to the camera, looking out a window with sheer curtains in a dimly lit room.© CoiA man with dark skin and dreadlocks, wearing a black shirt, clenches his fist in a studio void with a light blue background.© Coi
    Length: 61 s · Shots: 31 · Average shot: 2.0 s

  3. 03Ad ideas: every spot built on a celebrity endorsement

    Before you present an idea, you need to know who has done it, and how.

    Coi “Lennox” is built on a celebrity endorsement. Search the library by idea to see every spot that uses it.

    Novartis “Relax Your Tight End”© NovartisUber Eats “A Century of Cravings”© Uber EatsUber Eats + Special US “Football is for Food”© Uber Eats + Special USCadbury Celebrations “My SRK Ad”© Cadbury Celebrations
    Novartis · Uber Eats · Uber Eats + Special US · Cadbury Celebrations

More commercials by Kevin Thomas

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Award-winning auto commercials

Questions

Who directed the Coi “Lennox” commercial?

Kevin Thomas directed it, produced by Thomas Thomas Films, for the agency M&C Saatchi.

Which agency made Coi “Lennox”?

M&C Saatchi created it for Coi (2002).

What awards did Coi “Lennox” win?

1 awards, including D&AD 2002 Wood Pencil — TV & Cinema Advertising / Public Service and Charities - Individual and Campaigns.

What is the tagline of Coi “Lennox”?

“Could you?”

Sources for the credits and awards

dandad.org