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Steph Curry and Some Adorable Dogs Launch Latest Rakuten TV Spots

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“Moving In” and “Good Boy” are the latest installments of Duncan Channon's “Life to the Power of R” campaign

Steph Curry and Some Adorable Dogs Launch Latest Rakuten TV Spots

Rakuten is doubling down on a major marketing investment to introduce its brand and online loyalty platform to consumers in the U.S. and Canada with the launch of two new TV spots in its national ‘Life to the Power of R’ campaign by Duncan Channon. The new spots tap into our national obsessions with the reigning champion Golden State Warriors -- and adorable pups -- to show how cash back from Rakuten on the purchases you’re already making can propel you towards experiences that matter.

“Rakuten is all about rewarding consumers as they do the things they already do,” said Michael Lemme, chief creative officer, Duncan Channon. “Getting cash back on purchases helps us do more of the things we love. We’re enormous fans of the Warriors, naturally, and sweet, sweet pupperinos, so it was fun to create stories for these characters that so many of us can relate to.”

The new TV spots will air nationally in the U.S. and Canada alongside Rakuten spots “Runner” and “RSVP” that launched during the 2019 Grammy Awards. The campaign increased aided awareness of Rakuten by 8 points during just the first 3 weeks on air, and daily search has quadrupled since launch. “Life to the Power of R” is the first campaign for Rakuten by Duncan Channon, which was selected as the creative lead for Rakuten’s North American launch in a review last fall. 

Rakuten allows members to earn cash back while shopping at more than 2,500 retailers accessed through or Rakuten’s app -- while also accumulating rewards from their credit card or retailer loyalty program. Rakuten has been working toward its entry in the North American market since it acquired cashback shopping platform Ebates -- with its 12M customers -- for $1B in 2014. In addition to TV advertising, Rakuten has aggressively been building its U.S. presence as an official partner of the NBA, a three-year $60M jersey-badge partnership with the Golden State Warriors and recent partnership with Stephen Curry on his “Underrated Tour.” 

“We’re excited about how these entertaining new spots will accelerate the strong momentum we’re building for Rakuten in North America,” said Kim Miller, CMO, Rakuten North America. “Building our presence in the U.S. via our sports partnerships and advertising is a top priority for the brand this year. We couldn’t be more pleased to launch this creative with our newest Brand Ambassador Stephen Curry as the Golden State Warriors chase their third consecutive NBA championship.”

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Advertiser: Rakuten

Chief Marketing Officer: Kimberly Miller

VP of Marketing: Trever Gregory (Brand Marketing)

VP: Brad Hebebrand (Creative)

Post Production / VFX

Producer: Jenny Bright, Michael Steinmann

Colourist: Daniel de Vue

Post Production Company: a52

VFX Supervisor: Patrick Murphy

Colour Company: a52

Executive Producer: Thatcher Peterson, Patrick Nugent & Kim Christensen

CG Supervisor: Andy Wilkoff

CG Lead: Andy Wilkoff, Andrew Romatz

2D Artists: Stefan Gaillot, Michael Vaglienty, Rod Basham, Chris Riley

3D Artists: Andy Wilkoff, Ariana Ziae Mohseni, Seunghyuk Kim, Eric Molina, Josh Dyer, Jose Limon, Mike Bettinardi, Michael Cardenas, Joseph Chiechi, Mason Dash

Animator: Steven Biggert

Designer: Pete Sickbert Bennett

Online Editor: Dan Ellis, Sam Kolber, Chris Riley

Production Coordinator: Andrew Rosenberger

Managing Director: Jennifer Sofio Hall


Sound Company: Squeak E Clean

Producer: Amanda Patterson (Senior)

Sound Design: Drew Fischer

Directors: Rob Barbato (Creative Director)

Head of Production: Amy Crilly

Creative Agency

Creative Agency: Duncan Channon

Creative Director: Michael Lemme

Senior Art Director: Adam Zash

Senior Copywriter: Andy Whalen

Senior Designer: Shannon Burns

Account Director: Suzanne Montgomery

Account Manager: August Fischer

Senior Broadcast Producer: Rita Ribera Channon

Project Manager: Michelle Mirasol

Strategy Director: Kelleen Peckham

Production Company

Production Company: Iconoclast

Director: Vania & Muggia

Executive Producer: Valerie Romer

Producer: Julien Lemaitre, Paul Laurens

DOP: Roman Vasyanov and Jason McCormmick (“Moving In”), Rachel Morrison (“Good Boy”)

Managing Director/Executive Producer: Charles-Marie Anthonioz


Music Supervision: Good Ear Music Supervision

Song: "Perfect Combination" by HAEL (“Good Boy”), “Go Get It” by Ruby Velle (“Moving In”)

Mix: One Union

Sound Engineer: Joaby Deal (Senior)


Edit Company: Rock, Paper, Scissors

Editor: Adam Pertofsky

Edit Assistant: Derrick Monks

Producer: Janae Abraham

Head of Production: Dre Krichevsky and Esther Gonzalez

Executive Producer: Raná Martin

Managing Director: Eve Kornblum

Genres: Visual VFX, People

Categories: Online retailers, Retail and Restaurants

Duncan Channon, Tue, 09 Apr 2019 11:54:30 GMT