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Crest “Pre Nup” 2009

Crest “Pre Nup” (2009) is a Crest commercial directed by Harold Einstein for Saatchi & Saatchi NY, produced by Station Film. It won 4 awards, including Cannes Lions 2008 Film Gold, D&AD 2009 Wood Pencil — TV & Cinema Advertising / TV Commercials 41-60 seconds and Clio 2009 Bronze — Television/Cinema/Digital / Toiletries.

A man presents his fiancée with a prenuptial agreement, revealing his family's wealth and distrust, all while maintaining a cheerful demeanor thanks to his bright smile.

Video: Harold Einstein on Vimeo

Shot by shot

  1. A man in a blue sweater and khaki pants walks past a table with a statue, towards a woman sitting at a dining table in a formal dining room.© Crest0:00
  2. A blonde woman in a green shirt sits at a round table, eating fruit, as a man's arm places a document in front of her in a dining room.© Crest0:02
  3. A man in his 30s, wearing a dark blue sweater and a collared shirt, smiles at a woman with blonde hair, sitting at a dining table in a home.© Crest0:04
  4. A blonde woman with curly hair and wide eyes looks off-camera, appearing surprised in an interior setting.© Crest0:16
  5. A balding man in his 30s, wearing a dark sweater and collared shirt, smiles while looking off-camera in an interior setting.© Crest0:18
  6. A smiling man in a pinstripe suit and patterned tie looks down and to the right in an interior setting.© Crest0:20
  7. A young blonde woman with curly hair and blue eyes looks slightly off-camera, listening intently in an interior setting.© Crest0:22
  8. A man with short hair and a collared shirt smiles, revealing white teeth, in an interior setting with a wooden cabinet behind him.© Crest0:23
  9. A balding man in his 30s, wearing a dark sweater over a plaid shirt, smiles and speaks in an interior setting.© Crest0:30
  10. A lawyer in a suit leans over a man in a sweater, both smiling, in a formal dining room.© Crest0:32
  11. A blonde woman in a green top smiles and signs a document while sitting across from a man in a well-lit room.© Crest0:36
  12. A lawyer in a grey suit stands next to a man in a blue sweater, who is seated at a dining table with a woman in a green top, signing papers.© Crest0:39

Stills © Crest. Made by Saatchi & Saatchi NY, Station Film and Harold Einstein.

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

The idea

Saying harsh things with a smile, enabled by Crest's teeth whitening.

Tagline: “Healthy, Beautiful Smiles for Life.”

ironic contrastdeadpan deliveryunexpected twistwealth disparitysmiling through adversity

The cut

Length
46 s
Shots
20
Average shot
2.3 s

What creatives use Crest “Pre Nup” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Crest “Pre Nup”? 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 in a blue sweater and khaki pants walks past a table with a statue, towards a woman sitting at a dining table in a formal dining room.© CrestA blonde woman in a green shirt sits at a round table, eating fruit, as a man's arm places a document in front of her in a dining room.© CrestA man in his 30s, wearing a dark blue sweater and a collared shirt, smiles at a woman with blonde hair, sitting at a dining table in a home.© CrestA blonde woman with curly hair and wide eyes looks off-camera, appearing surprised in an interior setting.© Crest
    Frames from Crest “Pre Nup”

  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 Crest “Pre Nup” in order, with its length, framing and what happens in it.

    A man in a blue sweater and khaki pants walks past a table with a statue, towards a woman sitting at a dining table in a formal dining room.© CrestA blonde woman in a green shirt sits at a round table, eating fruit, as a man's arm places a document in front of her in a dining room.© CrestA man in his 30s, wearing a dark blue sweater and a collared shirt, smiles at a woman with blonde hair, sitting at a dining table in a home.© CrestA blonde woman with curly hair and wide eyes looks off-camera, appearing surprised in an interior setting.© CrestA balding man in his 30s, wearing a dark sweater and collared shirt, smiles while looking off-camera in an interior setting.© CrestA smiling man in a pinstripe suit and patterned tie looks down and to the right in an interior setting.© Crest
    Length: 46 s · Shots: 20 · Average shot: 2.3 s

  3. 03Ad ideas: every spot built on a ironic contrast

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

    Crest “Pre Nup” is built on a ironic contrast. Search the library by idea to see every spot that uses it.

    Burger King “As Good as the Original”© Burger KingManscaped “Hair Ballad”© ManscapedGoldfish “Chilean Sea Bass”© GoldfishReporters Without Borders - The First Speech “Turkey”© Reporters Without Borders - The First Speech
    Burger King · Manscaped · Goldfish · Reporters Without Borders - The First Speech

More commercials by Harold Einstein

More from Saatchi & Saatchi NY

  • Tide "It's a Tide Ad" (2018) commercial still© TideTide “It's a Tide Ad” 2018Dir. Traktor · Saatchi & Saatchi NYCannes Lions Grand Prix 2018
  • TikTok "Anthem" (2022) commercial still© TikTokTikTok “Anthem” 2022Dir. Aaron Stoller · Saatchi & Saatchi NYAICP Awards Winner 2022

Award-winning beauty & personal care commercials

Questions

Who directed the Crest “Pre Nup” commercial?

Harold Einstein directed it, produced by Station Film, for the agency Saatchi & Saatchi NY.

Which agency made Crest “Pre Nup”?

Saatchi & Saatchi NY created it for Crest (2009).

What awards did Crest “Pre Nup” win?

4 awards, including Cannes Lions 2008 Film Gold, D&AD 2009 Wood Pencil — TV & Cinema Advertising / TV Commercials 41-60 seconds, Clio 2009 Bronze — Television/Cinema/Digital / Toiletries and AICP Show 2009 Honoree Advertising Excellence / Campaign.

What is the tagline of Crest “Pre Nup”?

“Healthy, Beautiful Smiles for Life.”

Sources for the credits and awards

aicpawards.comdandad.orgThe WorkThe Workweb.archive.orgclios.com