Miami Beach's harsh reality
Spring breakers are given a sobering list of enforcements in this clever spoof from VML to highlight the city’s rules and regulations.
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Credits
powered by
- Agency VML/New York
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- Director Jackie Robbins
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Credits
powered by
- Agency VML/New York
- Director Jackie Robbins
- Chief Creative Officer Tom Murphy
- Executive Creative Director Ivan Calle
- Creative Director/Copy Jason Deja
- Creative Director/Art Andres Schiling
- Copywriter Stephanie Blackham
- Art Director Emma Higbee
- Executive Music Producer Theresa Notartomaso
- Executive Producer Marco Marquez
- Producer Andrea Rodriguez
Credits
powered by
- Agency VML/New York
- Director Jackie Robbins
- Chief Creative Officer Tom Murphy
- Executive Creative Director Ivan Calle
- Creative Director/Copy Jason Deja
- Creative Director/Art Andres Schiling
- Copywriter Stephanie Blackham
- Art Director Emma Higbee
- Executive Music Producer Theresa Notartomaso
- Executive Producer Marco Marquez
- Producer Andrea Rodriguez
Wooooooooo. SPRING BREAK!!! A lawless time of drink, abs, bikinis and... rules and regulations?
In an attempt to nip silliness in the bud, the City of Miami Beach and VML have created a stark Reality Check for wannabe partygoers and disguised it as a reality TV show.
Building on the momentum of last year’s Breakup campaign, this year's offering, directed by Jackie Robbins, is a smart parody of trash TV, utilising impressive performers and hilarious scenarios to create something that fuses authenticity with mockery.
"We've been crafting stories with the GMCVB for nearly a decade, and Miami Beach's spring break narrative for two years," explains Ivan Calle, VP and ECD at VML. "Last year's viral Spring Breakup campaign set a daunting precedent. Working closely with the City of Miami Beach, whose vision was crystal clear, we knew a simple rehash wouldn't cut it. We needed to disrupt.
"Our creative exploration landed us squarely in the world of reality TV parody – a perfect vehicle to satirize the spring break fantasy versus the often messy reality, while driving home the message: Miami Beach and spring break? They're just not compatible."
