STORY‘s Jeff France has directed a new spot for Prestone and The Richards Group, Dallas, that seeks to assure car owners that they have no reason to fear the reaper. Prestone has their backs.nnPromoting Prestone Coolant and its ability to protect cars from overheating, “Parking Lot” opens on a man walking through the parking lot of an auto parts store on a hot day with a container of the product. A mammoth, black tow truck, emblazoned with skull and crossbones, appears behind the man and follows him, intent on taking his car to its auto graveyard. The Reaper’s plans are foiled, however, when the man suddenly whips around and confronts the truck with his Prestone Coolant. Other people, aware of the man’s plight, leap to his side. They, too, hold Prestone. “The Reaper has no choice,” says France, “but to back off and find another victim.”nn
nnThe spot is a sequel to one released last fall that introduced the character of The Reaper. The new spot pushes the concept of the auto-death-wielding tow truck further and treats it with a lighter touch. “The concept plays on the fear, shared by many people, of being stranded in the summer heat,” France notes. “I immediately fell in love with the idea of The Reaper.”nnFrance says that he and The Richards Group’s creative team debated whether to reveal the hero’s container of Prestone at the beginning of the spot, or save it as a surprise for the end. Their decision, France recalls, was ultimately suggested by the master of suspense. “Hitchcock would always let the audience know that there is a bomb under the chair,” he explains. “In forcing the audience to wait it out, he created suspense. We followed that point of view.”nnFrance predicts that, while it may have been stymied this time, The Reaper will be back. “The Richards Group has created an iconic character that will have very long legs,” he says. “The Reaper is going to be around for a long, long time.”nnCreditsnTitle: “Parking Lot”nClient: PrestonenAgency: The Richards Group, Dallas. nChuck Schiller, Brand Creative Director; Benji Vega, Brand Creative Art Director; Andria Kushan, Brand Creative Writer; Paul Nelson; Agency Producer; David Hall, Principal/Brand Management; Stephanie Williams and Clarissa Lampertz, Brand Management; Sara Sax, Broadcast Business Affairs.nProduction: STORY.nJeff France, director; Mark Androw and Cliff Grant, Executive Producers; Merilee Newman, Producer. nEditorial: 3008 Editorial.nMarc Stone, Editor; Anne Strock, Executive Producer.nnSTORY is represented is represented on the East Coast by SuperPowers (646) 633-4578; in the Midwest by Dawn Ratcliffe (312) 491-9194, in the Southeast by Miller + Associates, (954) 563-6004; in the Southwest by Gossip!, (214) 288-2813 and on the West Coast by Sherry Howell, (213) 999-9879.nFor more information, visit www.storyco.tv
Mark Androw Executive Producer Story 312.642.3173 Contact Mark via email
Contact:Media: Linda Rosner ArtisansPR 310.837.6008 Contact Linda via email
Who Needs Los Angeles? We Do.
One doesn't have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent. But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather. The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the LA area for other opportunities, unless there are enough job opportunities to sustain a solid living. Now is the time when we ALL must support and bolster this community. Production is needed in L.A., now! Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the incredible resource of L.A. production as we know it, then marketers, agencies and the industry loses in the long run. Over the past several days, some agencies have issued directives to production companies that are unilaterally pushing upcoming production options out of L.A. The fact is L.A. is a large area, and many sections of the city and county are not directly impacted... Read More