This :30 for Binder Park Zoo’s Wild Africa Park in Battle Creek, Mich., opens on a khaki-uniformed man who’s identified via a super as Greg McKnight, the zoo’s director. He stands in an office study that is reminiscent of the setting in which Marlin Perkins hosted the venerable Mutual of Omaha’s Wild Kingdom television series.
McKnight states that at Binder Park Zoo’s Wild Africa, "We’re constantly working to bring you an authentic safari experience." Like Mr. Perkins of yesteryear, McKnight introduces "our field correspondent" in Africa, who will share his adventures and discoveries.
The spot then cuts to zoologist Jon Hunt, also identified with a super. Drumbeats resonate in the distance. "Today, we’re outside a small village …," whispers Hunt, who’s interrupted in mid-sentence by a distinct "pffft" sound. Other "pffts" follow. Turns out he’s been hit by several blow darts, dipped in either poison or a tranquilizer—we hope the latter.
The spot cuts back to McKnight, who seems momentarily caught off guard, but recovers with a profound observation: "Well, certainly learned a lot from that."
A voiceover declares, "Binder Park Zoo’s Wild Africa—a lot goes into it."
The parting shot shows zoologist Hunt face down on terra firma, darts sticking out of his back. A vulture has entered the picture, undoubtedly wondering whether it’s feeding time.
"Blow Dart" was part of a three-spot package directed by John Towse of bicoastal/international hungry man for Kalamazoo, Mich.-based ad agency Copper.
Towse’s support team at hungry man included executive producer Stephen Orent and producer Michelle Towse. The ad was shot on location at Binder Park Zoo by DP Dave Morabito.
The Copper contingent consisted of creative director Dean Gemmell, copywriter Tom Blandford, art director Kent Elliott and producer Kyle Maurer.
Hungry man’s in-house editor Alex Kuciw cut the :30. Steve Hoppe and Gary Scarpulla of Image Group Editorial, New York, were online editor and colorist, respectively. Audio mixer was Jamie Krieger of Image Group Post, New York.
