This humorous :30 is part of a four-spot campaign from Seattle agency Cole & Weber/Red Cell for client Scarecrow, a video rental store chain known for its selection of art films and classics. To add to its stellar reputation among movie aficionados, this new series of commercials showcases the worst in independent filmmaking—work so bad that it’s both unbearable and perversely funny at the same time.
In "Credit," we endure scene after scene of a bad slasher film, which is intercut with title cards crediting its auteur repeatedly—there’s no forgetting that we’re watching a film written, directed, edited, produced and starring "Drake Sparkman." In virtually every shot, Sparkman is seen overacting while covered with fake blood.
A supered message touting Scarecrow explains why we have been subjected to Sparkman’s vision: "There’s a lot of bad independent film out there—we’ve got the good ones."
The four similarly themed commercials of the campaign have been running on Seattle television and are slated to appear on the Scarecrow Web site, as well as in theaters just prior to feature screenings at the Seattle International Film Festival this spring. Scarecrow is a local sponsor of the festival.
The spots were directed and co-written by freelancer Stephen Gill. "There must be a thousand independent films made every year, but Sundance only screens a few," he related. "We thought about the others and wondered, just how bad could they be?"
Gill worked with a Cole & Weber/Red Cell team that included creative director Guy Seese, copywriter Jim Elliot and art director Travis Britton.
The job was produced via Green Line Productions, New York. Chris Allen served as producer. The DP was Abe Spear.
"Credit" and another spot in the campaign, "Diner," were edited by Jonathan Simon of ChicKönKey, New York. Simon also composed original music for three of the commercials, including "Credit" and "Diner." Sound designer on "Credit" was Simon. Title cards were designed by ChicKönKey’s Ed Einhorn, who edited another spot in the campaign, "Office." The fourth spot in the package is called "Motel."
Eric Gelgand of Nice Shoes, New York, was the online editor, and served as colorist on select scenes. Tom Goldblatt of audioEngine, New York, was the audio mixer.
Jim Elliott was the principal actor in this spot. The SAG/AFTRA Commercials Contract Standing Committee has granted a waiver to allow commercials to be available for viewing on SHOOTonline.com. The spots cannot be copied, downloaded or e-mailed.
