Cannes Lions
SMUGGLER, New York / TOYOTA / 2018
Overview
Entries
Credits
Description
A rabbi, a priest, an imam and a monk hop into a Toyota Tundra together and caravan to the Superbowl game to cheer on their team and enjoy a game of football.
Execution
Our goal with casting was to be as authentic as possible. To ensure that our characters came across as actual leaders of worship, our casting decisions were laddered up to religious and interfaith organizations, such as the Islamic Circle of North America and Interfaith Alliance, which provided necessary information about what these religious leaders could wear (especially to a football game) and how they would behave to themselves and to others. But equally important to the cast was selecting those whom viewers would believe as actual friends in the first place. To that end, our process became a balancing act, one that required knowing when to carefully toe the line and when to allow the humor to come through.
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