CLIENT
Charles Schwab & Co.
PRODUCTION CO.
hungry man, bicoastal/
international.
Bryan Buckley, director; John Toll, DP; Stephen Orent, executive producer/N.Y.; Caroline Gibney, executive producer/ L.A.; Kevin Byrne, producer. Shot on location in Arlington, Texas.
AGENCY
BBDO New York.
Ted Sann, chief creative officer; Jimmy Siegel, executive creative director; Michael Aimette, associate creative director/copywriter; Phil Jungmann, associate creative director/art director; Peter Feldman, producer.
EDITORIAL
MacKenzie Cutler, New York.
Gavin Cutler, editor; Colleen Shea, assistant editor; Sundy Procter, producer.
POST/VISUAL EFFECTS
Nice Shoes, New York.
Scott Burch, colorist.
Spontaneous Combustion,
New York.
Julie Watkins, online editor/visual effects artist.
AUDIO POST
Sound Lounge, New York.
Tom Jucarone, mixer.
MUSIC
David Horowitz Music Associates, New York.
David Horowitz and Jon Fields, composer.
SOUND DESIGN
MacKenzie Cutler.
Marc Healy, sound designer.
THE SPOT
The :30 "HR King" opens in an empty stadium at night, with Barry Bonds practicing his homerun stroke. He’s hammering baseballs deep into the stands until a whispering voice seemingly from the heavens intervenes. "It’s time. It’s time to walk into retirement." Bonds resumes hitting, except now he’s only able to muster a weak grounder that rolls into foul territory. He steps out of the batter’s box and looks upward, shouting, "Hank, cut it out already!" The next scene reveals that the voice from above is that of baseball great Hank Aaron, the all-time career homerun leader whose record could be in jeopardy if Bonds keeps up the home run pace. Seated in the stadium’s press box, Aaron looks sheepishly into the camera and responds to Bonds with an innocent-sounding, "Hank? Hank who?" A voiceover then asks, "Want retirement advice from someone you can trust?" The announcer continues as the scene switches to an independent Schwab investment center: "At Charles Schwab, you’ll get expert retirement advice that’s objective, uncomplicated and not driven by commission."
Spot broke Feb. 3.
