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    Oscar Winner

    By SHOOT StaffUpdated:No Comments1424 Views

    By ROBERT GOLDRICH

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    While the Academy Awards ceremony is perennially a major television event, the proceedings generated an added measure of interest and curiosity this time around due to the war in Iraq. A toned down ceremony was expected and delivered—the notable exception being Michael Moore’s acceptance speech.

    Similarly, ad messages on the Oscar telecast seemed careful not to risk offending viewers during this tumultuous time. But that safety-first approach didn’t stand out all that much, since spots on the Academy Awards show over the years generally haven’t been much to write home about anyway.

    However, with the focus on the prospect of political statements being made during the telecast—and the usual pressing matter of critiquing the best and worst dressed attendees—arguably the best ad to appear during the Academy Award telecast in some time got lost in the shuffle. Actually, the prime contributor to this lack of recognition was the fact that the simple spot, which is relevant to the moviemaking industry, didn’t run nationally. Instead, only viewers in the Minneapolis, St. Paul and Rochester, Minn., markets saw "Credits," a low budget yet high concept ad created and produced by agency Clarity Coverdale Fury, Minneapolis.

    The public service message opens on two supered words, "The End," as if a movie has just concluded. Then the credits roll, but with a unifying theme: the roles that the cast members played. The roles are the story. Check out this cast of characters scrolling up the screen:

    Bellhop Smoking

    Jaywalker Smoking

    Onlooker #1 Smoking

    Onlooker #2 Smoking

    Onlooker #3 Smoking

    Looter Smoking

    Visitor Smoking

    Husband Smoking

    Wife Smoking

    Shirtless Man Smoking

    Cab Driver Smoking

    Traffic Cop Smoking

    Bully Smoking

    Clown Smoking

    Bank Robber Smoking

    Hitchhiker Smoking

    Leprechaun Smoking

    Clerk Smoking

    Confused Man Smoking

    Angry Woman Smoking

    Bartender Smoking

    Doctor Smoking.

    The scroll stops on a rectangular box that is centered on screen. The message written in that box simply reads: "Smoking In PG-13 Movies Is Up 50%. Tobacco Companies Can Take Credit For That."

    The spot then concludes with the "TM" logo, which stands for Target Market, part of the Minnesota Youth Tobacco Prevention Initiative funded by the State of Minnesota’s Youth Tobacco Endowment.

    Using only background music and no voice talent, "Credits" was conceived by an agency team consisting of creative director/art director Jac Coverdale, copywriter Troy Longie and producer Jenee Schmidt. Steve Medin of Crash & Sue’s, Minneapolis, served as editor.

    Rich McCracken, Clarity Coverdale Fury brand supervisor, explained, "We wanted to strongly get our message out to teens that tobacco companies use many tactics—like glamorizing smoking in the movies—to get them to smoke. Airing this spot during the most important movie event of the year was a logical and unique choice."

    Further evidence of Clarity Coverdale Fury’s creative prowess can be seen in next week’s "The Best Work You May Never See" gallery.

    Category:spot.com.mentary



    Actor Steve Guttenberg Returns To L.A. Neighborhood Now Charred By Devastating Wildfire

    Friday, January 10, 2025

    Steve Guttenberg awoke Thursday morning to a grim reality: The treacherous wildfire that tore through the Pacific Palisades had left his once-lush neighborhood charred and unrecognizable.

    With homes smoldered, streets emptied and friends scattered by evacuation orders, Guttenberg counted himself among the fortunate. His property was miraculously spared. But the actor-producer still struggled to reconcile his relief with the haunting sight of his ravaged, once lavish community.

    "Just this morning, I woke up and I was really conscious of my mental state and my mental health, because the last three days, I've seen so much tragedy," said Guttenberg, pacing through the ruins of his neighborhood. He said his home has electricity but no running water.

    Guttenberg thanked God that his block was safe, but he said about 20 homes were burned "pretty bad" in his 80-home community after wind-whipped fires tore across Los Angeles, destroying homes, clogging roadways as tens of thousands fled as the fires burned uncontained Wednesday. He said the fires are the worst he's ever seen in his 66-years.

    The wildfires have burned the homes of several celebrities including Billy Crystal, Carey Elwes and Paris Hilton.

    Guttenberg said he never expected all of this to happen.

    "It's like when someone dies suddenly," he said. "It's like when someone gets hit by a car. You never expect that to happen. That's how shocking it was."

    During Guttenberg's stroll, it was an eerie scene with scorched palm trees, homes reduced to ash and rubble, and the daytime skies casted an ominous twilight over the devastation.

    "I've seen people scared, people in wheelchairs, mothers and fathers trying to find their kids, people having anxiety and panic... Read More

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