We cold-open on our host, Martin Starr. He’s lying down, looking at camera. He lets us know that in here, “Deals are no pressure. Just like the massages.” We pan out to see Martin, floating in mid-air, while a goat gives him a hooves-free massage. Martin finds it all surprisingly relaxing. In a humorous end to the spot, he asks the goat to “go lower.” The goat does as requested, but goes a little too far, to which Martin jokes “you’re getting a little handsy.” We cut to the end card and logo lockup.

The strategy behind the production design was to make time feel like an illusion. Through set design, art direction and camera movement, we created the sense that everything lived in a languid place where we had all the time in the world. A cosmic, low-key and chill world we dubbed “The No Pressure Zone.” We used cooler color values to ensure for calm and tranquil vibes, and a spiraling galaxy complete with the planet earth almost at your fingertips. We had CG multi-colored, moving sand, and a goat that slowly massaged Martin without every touching him. All in the name of twisting expectations on time and travel. While admittedly weird, everything was an intentional metaphor for no pressure.

This spot, and the entire campaign, plays on two very popular themes in advertising and pop-culture: That resources are limited and time is running out. The copy, visual metaphors and rhythm of the spots purposely subvert the first commandments of consumer culture, “Do this” and “Act now.” Additionally, the campaign spokesperson, Martin Starr is an American actor, well-known for his detached and sarcastic comedy. He’s been in hit movies like Spider-Man: Homecoming and is best known for his starring role in HBO’s Silicon Valley. His dry, low key vibe leans against the cosmic weirdness in a way that is both familiar and surprising to American consumers.