This client-direct :30 takes us into the initial meeting between an ad agency honcho and the client. This tongue-in-cheek look at the anatomy of a marketing relationship opens in a conference room where the self-absorbed agency creative is abrasively pontificating about what’s right for Glass Nickel Pizza.
"What do you want to say to the American public about your little pizza parlor in your little TV commercial?" demands the self-anointed ad guru in a rapid-fire interrogation. "You got 30 seconds to say it … Just tell me."
At the other end of the long table, three regular-looking guys—the clients—sit side-by-side. One tries to respond, "Well, I just wanna say …"
He’s interrupted by our agency exec, who mocks the Glass Nickel trio: "Blah, blah, blah."
Again, the client attempts to get a word in edgewise, but to no avail.
The agency guy interrupts the threesome repeatedly with a series of immature actions, ranging from making funny noises to putting his fingers in his ears. Clearly, he isn’t interested in listening to what his client has to say.
"Look guys, I don’t tell you how to make pizza. You don’t tell me how to sell pizza. Kapish? Didn’t I already tell you that people who watch TV are stupid? What are you guys? Idiots?
The red and white Glass Nickel Pizza Company logo then fills the screen against a black background, accompanied by the fitting slogan: "No gimmicks. Just the goods."
The spot cuts back to the conference room, where the agency guy continues his obnoxious rant. "Just do me a favor," he condescendingly requests: "Put the pepperoni on the pizza, ‘K, pizza boy?"
Steve Burrows directed, created and executive produced this humorous, offbeat campaign, which consists of three "ad pitch" spots for the Madison, Wisc.-based Glass Nickel Pizza Company. Burrows has since come aboard Venice, Calif.-based Backyard Productions for exclusive representation as a spot helmer.
Burrows established himself as a director with his short film Soldier of Fortune, based on his experience as a contestant on the game show Wheel of Fortune. The pseudo-documentary made the film festival circuit in ’92-’93, earning favorable reviews. He then went on to script direct and act in Chump Change, an independent feature that also starred Tim Matheson, Traci Lords, Fred Willard and Jerry Stiller. Chump Change premiered at the American Film Institute Film Festival in October 2000, then headlined the ’01 Slamdance Film Festival, where it received best comedy and best screenplay honors. The movie went on to the HBO/U.S. Comedy Arts Festival, where it garnered the audience award for best feature.
Jeff Hinman of Blue Collar Productions, Los Angeles, served as editor and audio mixer on the Glass Nickel Pizza campaign.
