The viewer slowly enters the hallway of a long, dark, gloomy prison ward, as we hear a metal cup jangling against a jail cell’s bars. A prison guards admonishes, “Knock it off,” as we continue on our path. The VO says, “Nothing Good Ever Happens in a Cage,” as we close up on the metal cup being rattled. We then realize that the “prisoner” in the cage is actually a chicken. We hear the VO say, “That’s why all of our hens are cage free. Because healthier hens mean better eggs.” The end tag reads, Egg Innovations—the Cage Free Company, as the VO concludes: “Look for us on the outside.”
Hollywood-based Jay Silverman shot this “Cage Free Chickens” spot for client Egg Innovations. The spot was shot on location at the Sybil Prison, Monterey Park, CA. Silverman says, “The basic challenge here was to illustrate, in a movie trailer kind of style, the contrast between a chicken who was literally ‘caged,’ and the alternative. Cage Free Chicken Eggs are not only considered to be far better tasting, but are much more humane. We wanted this spot to be dark and edgy, and then of course, funny as well.”
LINK to Spot:
http://www.jaysilverman.com/spotShow/index.php?spotID=80
CAGE FREE CHICKENS CREDITS
CLIENT: Egg Innovations
AGENCY: Hoffman York, Milwaukee, WI
Creative Directors: Tom Jordan & Ken Butts
Production Company: Jay Silverman Productions
Director/DP: Jay Silverman
Editorial: Jay Silverman Productions
Music: David Grow
Sound Design: Jay Silverman Productions
Location: Sybil Prison, City of Monterey Park, CA
About JAY SILVERMAN PRODUCTIONS
One of the preeminent commercial directors of advertising campaigns across the television, interactive, and print media in Hollywood today, Jay Silverman, founder of Jay Silverman Productions, is currently celebrating his 30th Anniversary Year in the ad/marketing industry. The year 2010 also marks the 10th Anniversary of Jay’s 40,000 square foot production studio lot, located in the heart of Hollywood.
Originally making a name for himself as a still photographer by shooting renowned lifestyle and celebrity endorsements on behalf of numerous national and international ad campaigns, Jay evolved his client base to later include directing multi-media advertising projects for such Fortune 500 clients as McDonalds, Intel, Disney, Coors, Budweiser, GM, Coke, Pepsi, Frito-Lay, Visa, and Gatorade, among many others.
During the span of his award winning career, Jay became a noted celebrity photographer, specifically requested by high profile actors, sports personalities, recording artists, industry leaders, and supermodels. Over the years, Jay’s work has been honored with numerous Belding, Telly, Promax, and Lucy Awards. In addition, he has also been recognized for his achievements in creating and producing many national PSA campaigns for such worthy causes as the American Cancer Society, the Foundation for the Junior Blind, the Governor’s Council on Physical Fitness, the ACLU, and the Sierra Club.
Jay became a commercial director in 1995, and has since successfully balanced a dual career in both still photography and live action direction. His repertoire of national campaigns across multi-media includes those for such clients as Greyhound, Petco, Fifth Third Bank, Carnation, A&W, Pepsi, 24-Hour Fitness, and Rent-A-Center. He’s also directed countless on-air promotional spots for all of the major broadcast networks, as well as for many cable channel, including the original launches of the smash hit TV series “American Idol,” and “Desperate Housewives,” and his own series, “The Cleaner.”
Jay Silverman Productions is located at 1541 N. Cahuenga Blvd., Hollywood, CA 90028. The phone is 323/466-6030, and the web is www.jaysilverman.com
