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3 June 2021

Tired of hanging around.

by Andrew MacGregor


New Balance: “Impatience is a Virtue” - 60s

Those who root for the hare instead of the tortoise will appreciate this 90" commercial for New Balance. "Impatience is a virtue," claims Jaden Smith - a man known for making bold statements. Yet when seventeen-year-old professional tennis player Coco Gauff arrives on-screen, the gambit makes sense.

She encapsulates the brand's restless outlook well, as she prepares to serve while the court is still being constructed around her - not that Gauff's co-stars are slowpokes in comparison. Zippy, fresh-faced work from the sportswear giant.


Film Production: Familia Ⓟ Ⓦ
Director: Sashinski
Executive Producer: Toby Walsham
Cinematographer: Joe Cook
Production Designer: Maria Labuschagne
Editor: Stephen Dunne Ⓦ @ tenthree Ⓟ Ⓦ
Offline Producer: Julian Marshall Ⓦ
Post Production: Sally Heath @ Absolute Post Ⓟ Ⓦ
Music: Wrestling with Elephants - Safari Youth

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