Barbers have been replaced by hair stylists—so why shouldn’t the barbershop quartet also be subject to change? An updated foursome could still work, as evidenced in this :30 for The Observer Music Monthly, a supplement to the well known British newspaper.
Conceived by London agency Mother, the spot, "Barbershop," opens on a pair of snapping fingers that belong to a member of a barbershop quartet. The man is decked out in traditional red and white-striped garb. "The Observer music magazine," he sings, "has more breadth than you’ve ever seen." The other barbershop vocalists provide harmonious support in the background.
The camera then pans to the next barbershop member, also wearing his red-and-white outfit, who sings, "Sixty-eight pages of riveting facts, to read on Sunday when you want to relax."
The pan continues to a third member, who too is your prototypical barbershop vocalist. He proclaims, "We cover all the music under the sun. When it comes to styles we aren’t limited to one."
Then the camera reveals the fourth and final singer who is anything but traditional. He’s wearing Marilyn Manson-style makeup and has a crazed look in his eyes. Nonetheless, his vocal talent blends in nicely with his compatriots, even if the lyrics he sings don’t. In perfect pitch, he offers, "Because we write in human blood—in human blood, in human blood."
In unison, the foursome finishes up the song with a perfectly harmonized, "In human blood."
As we see an end shot of the publication, a voiceover provides some perspective to these offbeat proceedings: "The Observer Music Monthly. A new magazine to broaden your musical horizons."
"Barbershop" is one of two commercials for the monthly supplement directed by CJ Waldman of Santa Monica-based harvest.
The other, "Rap," starts out like a music video reminiscent of NWA’s "Straight Outta Compton." A posse of gangster rappers on a basketball court walks toward the camera, rapping in beat. The spot then cuts to another hard-edged rapper, but he’s wearing Alps mountain climbing apparel and playing an accordion. A voiceover explains, "The Observer Music Monthly—everything from Duran Duran to the Wu Tang Clan."
The Mother ensemble included creative director Mark Waites; creatives Sam Walker, Leon Wilson and Laurence Thomson; and producer Emmalou Johnson.
Bonnie Goldfarb and Scott Howard executive produced for harvest, with Shelby Ross serving as producer. "Barbershop" was shot on location at the CSV Cultural & Education Center, New York, by DP Barry Markowitz.
Editor was Lucas Spaulding of Cosmo Street Editorial, New York. Assistant editor was Aaron Langley. Maura Woodward was executive producer/producer for Cosmo Street, with Tania Theile also serving in a producer capacity.
Colorists were Tim Masick and Billy Gabor of Company 3, New York, with Luana Ayres producing. Audio mixer was Bill Bookheim of Soundtrack, New York.
Music composer was Raymond Loewy of Tonefarmer, New York. Tiffany Warin executive produced for Tonefarmer.
Carson Church, Jim Russell, Christopher Howait and Ron Destefano were the principal actors 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.
