CLIENT
Valvoline MaxLife.
PRODUCTION CO.
Hungry Man, bicoastal/
international.
Jim Jenkins, director; John Lindley, DP; Bob Gantz, DP (tabletop); Mike Bigwood, assistant director; Stephen Orent, partner/executive producer; Marc Grill, producer. Shot on location in New York.
AGENCY
Lowe Worldwide, New York.
Gary Goldsmith, chairman/chief creative officer; Dean Hacohen, executive VP/executive creative director; Seth Fried, executive VP/creative group head; Steve Kashtan, senior VP/creative group head; Steven Mitsch, art director; Stephen Lundberg, copywriter; Dominic Ferro, senior VP/senior producer.
EDITORIAL
ChicKönKey, New York.
Charlie Cusumano, editor; Olga Esterov, assistant editor; Robin Hall, executive producer.
POST
The Mill, New York.
Paul Marangos, senior Flame operator; Richard DeCarteret, Flame operator; Alistair Thompson, executive producer; Wendy Garfinkle, producer.
Company 3, New York.
Tim Masick, colorist; Tibor Kereszturi, assistant colorist; Luana Ayres, producer.
VISUAL EFFECTS
Brand New School, New York.
Jared Libitsky, producer; Chris Dooley and Rob Feng, art directors.
AUDIO POST
Sound Lounge, New York.
Tom Jucarone, mixer.
SOUND DESIGN
ChicKönKey.
Charlie Cusamano, sound designer.
THE SPOTS
"Engagement Ring" opens on two couples in a car. The recently engaged woman in the backseat shows off her "rock" to her girlfriend in the passenger seat, who gushes to her boyfriend (the driver), "That is exactly what I want! Only bigger! Something that really pops!" The man looks pained as she continues to describe her dream engagement ring. A voiceover explains that life’s little expenses are just another reason to keep one’s high-mileage car running smoothly. The :30 then cuts to an animated shot of MaxLife running through an engine. Cutting back to the car, the engaged man in the backseat says, "Just wait until we tell you about the honeymoon!" The driver gives an exaggerated elbow jab toward the backseat in a feeble attempt to end the conversation. "Braces" shows a family driving in a mini-van. As the father gazes back at his adorable brood, close-ups of the kids reveal that each youngster has a mouth full of metal braces, and two are equipped with head gear contraptions for their teeth. Dad’s calm demeanor changes to one of anxiousness about life’s little expenses, and the voiceover points out how one can keep their car running longer by using MaxLife. The spot concludes with a shot of the smallest member of the family: a toddler with a smile only a mother could love.
Spots broke Aug. 30.
