Silence speaks volumes in this :30 that captures the chill in a spousal relationship. A 30-something husband and wife sit opposite each other at a breakfast-nook table, but there’s no afterglow in this morning after.
Instead the woman pointedly studies a newspaper as her hubby grapples with how to break the tension and awkwardness. He seems on the verge of apologizing to his brooding better half, yet he never quite gets the words out. No eye contact is made between the two, and the only sound is that of turning pages.
A supered line of type sums up the predicament: "Dinner and a movie won’t fix this one."
The silence is then broken by a symphonic crescendo as we see the classy Phoenix Symphony logo, accompanied by the tagline, "It’s powerful." Also appearing are the name of symphony director Hermann Michael and a phone number for tickets.
The intrusion of a stirring orchestral performance into dead silence underscores the power of music to make a difference—both literally and figuratively speaking. "Breakfast" is part of a two-spot campaign designed to appeal to young, prospective patrons, as well as to loyal symphony aficionados. Phoenix Symphony president/ CEO John Squires observed, "The orchestra has a way of bringing out emotions that you never knew you had. It can be a very powerful experience." It’s this emotional connection to the music that set the tone for the conceptual ad strategy devised by agency Cramer-Krasselt, Phoenix.
Agency VP and general manager Brian Landauer explained: "For many of the consumers we spoke with, a night at the symphony was seen as something special, something romantic to do with someone you care for. That insight seemed like a natural fit for the campaign."
The Cramer-Krasselt team consisted of creative director Ian Berry, copywriters Jason Hackett and Travis Graham, art director John Johnson, and producers Heather Candelaria and Dan McEachern.
"Breakfast" was directed and lensed on location in Phoenix by Tim Bieber of Mister Big Productions, Chicago. His support crew included executive producer Kate Zimmer, line producer Karen Carter and production manager Lisa DeLeo.
Bieber was working with Cramer-Krasselt on another shoot at the time the opportunity arose to direct a two-spot, pro bono assignment for the Phoenix Symphony. He consented to take on the campaign, which broke in the Phoenix market last month.
The second Phoenix Symphony spot, "In the Mood," shows a man and a woman in front of a house at night. Clearly, their date went well—and has far from ended—as she kisses him passionately. Not a word is said as they walk towards the front door, presumably to continue their romantic evening well into daylight. A supered line rhetorically asks: "When’s the last time three hours of football put her in the mood?" The Phoenix Symphony logo—accompanied by a musical crescendo—then fills the screen.
Roger Holberg of Phoenix-based Great Scott Productions was both offline and online editor for the spots. Sam Esparza of Phoenix-based Big U Music also served in a dual capacity on the campaign: as audio mixer and sound designer.
