CLIENT
Hershey Foods Corp,/Reese’s Pieces.
PRODUCTION CO.
Bent Image Lab, Portland, Ore.
Chel White and David Daniels, directors; Mark Eifert, DP; Ray Di Carlo, executive producer; Gina Bevilacqua, producer. Shot at Bent Image Lab.
AGENCY
DDB New York.
John Staffen, group creative director; Gregg Victor, creative director/copywriter; Dominick Baccollo, art director; Eric Herrmann, executive producer.
EDITORIAL
Bent Image Lab.
Steve Miller, editor.
POST
Mission Control, Portland.
Mike Quinn, online editor/Flame artist.
DownStream digital, Portland.
Jim Barrett, colorist.
AUDIO POST
DownStream Sound, Portland.
Lance Limbocker, mixer.
MUSIC
Mutato Muzika, Los Angeles.
Mark Mothersbaugh and Bob Casale, composers.
SOUND DESIGN
DownStream Sound.
Lance Limbocker, sound designer.
THE SPOT
"Center of Attention" takes viewers on a wild ride to showcase the endless imaginative possibilities of Reese’s Pieces. The :30 begins with some candy spilling out onto the lined pages of a school notebook. A racecar doodle forms around one of the Pieces and the car speeds off. As the doodle-world turns 3-D, the car crashes into other drawings, and stick figures dart out of the way. Soon the candy sheds its automobile shell and leaves its notebook world behind. A child’s imagination takes over and sends the candy down a peanut butter waterfall and into the waves of a peanut butter sea. A shark with pencil teeth eats the candy, and a diver swims up and performs the Heimlich maneuver on the shark. The candy then transforms into a wrecking ball that crashes through a Reese’s billboard, releasing a shower of candies in piñata fashion. A Reese’s Piece then floats into orbit above Earth and is impaled by a rocket ship. An astronaut flies by and puts the candy on his head. But reality finally sets in and the spaceman turns back into a 2-D doodle on notebook paper. A live-action boy’s hand grabs the candy and shakes it loose from the astronaut. The camera then pulls back to reveal all the doodles from the story. The drawings gather together to form the words, "Reese’s Pieces" and "RU N2 PB?"
Spot broke April 12.
