Cutting Room, NY editor Debbie McMurtrey and Park Pictures, Bicoastal/London director Alison MacLean push children to the forefront of athletics for the United States Tennis Association and Obama’s “Let’s Move!” campaign in the new :60 PSA, “Ball Adults,” out of The Martin Agency, Richmond, VA. The spot features first lady Michelle Obama and tennis superstars Andre Agassi and Stefanie Graf catering to the pint-sized athletes as ball persons for their intensive tennis match. The “Let’s Move” initiative encourages children to eat healthfully and exercise 60 minutes a day and was launched in February 2010 to fight obesity in the United States. The United States Tennis Association partnered with “Let’s Move” on this spot to portray tennis as a fun way for children to spend their 60 minutes of daily exercise. The spot also promotes the USTA’s “10 and Under Tennis” program that offers child-sized equipment and courts for those beginning the sport at a young age.
“Ball Adults” opens with shots of two heavily concentrated school-aged girls meticulously engaging their focus for the start of their tennis match. The game launches with fierce intensity as net ball person Andre Agassi and base ball persons Michelle Obama and Stefanie Graf stand ready in their positions to assist the competitors’ steadfast concentration in the game. Their roles come to play as the ball drops for the first time, allowing Agassi to fetch it at the net, quickly passing it to Obama, while Graf hands one of the petite players a towel. A girl’s voiceover accompanies, saying, “Now, tennis is sized just right for kids.” Michelle Obama comments to camera, stating, “Now its easier than ever to play an hour a day, every day.” She is cut off by the “Shh!” of the budding tennis star and returns to her post. We cut to a shot of the First Lady with a tennis match in the background, stating, “There’s so many funs things that each of us can do to be healthier. And with all the changes going on in tennis, that’s an even better way for kids to get active and have fun. That’s a big part of what we’re doing with “Let’s Move,” America’s campaign to raise a healthier generation of kids. We want to help our kids to eat better and exercise more. So, come onโlet’s get moving!” The spot closes with a shot of children playing tennis accompanied with the “Let’s Move!” logo.
Credits
Client: USTA
Title: “Ball Adults” :60 & :30
Airdate: Currently Airing
Production Company: Park Pictures, Bicoastal/London
Director: Alison MacLean
DP: Peter Deming
Producer: Nina Shiffman
Executive Producers: Jackie Kelman Bisbee, Dinah Rodriguez
Agency: The Martin Agency, Richmond, VA
SVP/Creative Director: Rob Schapiro
Sr. Copywriter: Lee Remias
Sr. Art Director: Ron Villacarillo
Producer: Kathy Lippincott
Jr. Producer: Marlena Villery
Executive Producer: John McAdorey
Editorial: The Cutting Room, NY/Running with Scissors, NY
Editor: Debbie McMurtrey
Assistant Editor: Rhys Hecox
Producer: Julia Newland, Cutting Room/Sr. Producer: Brian Creech, Running with Scissors
Executive Producer: Melissa Lubin, Cutting Room/Scott Friske, Running with Scissors
Online: Light of Day, NY
Artist: Josh Williams
Color: Nice Shoes, NY
Artist: Ron Sudul
Sound Mixing: Audio Engine, NY & Phoenix, AZ
Engineer: Rex Reckler
About CUTTING ROOM
Cutting Room, New York, is an artist-owned and operated editorial and post-production powerhouse, led by Partner/EP Susan Willis, and Partners/Editors Chuck Willis and Mike Douglas. Extreme attention to every detail of the post process is the working credo at this full-service shop, along with an uncompromised effort to deliver highly personalized, unique client experiences. Cutting Room‘s talent, location, infrastructure, and approach have generated a multitude of awards for their work; the shop has lent its expertise to major brands such as Bank of America, Comcast, Unilever, Yamaha, ESPN, Arby’s, BMW, NY Lotto and Miller. Cutting Room continues to evolve, refining its work, its talent roster and its identity, forging a creative team able to handle projects across all formats including broadcast, features, documentaries, virals and webisodes as well as VFX, sound design, and online services.