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    “Severemente Caliente”

    By SHOOT StaffUpdated:No Comments1402 Views

    By Robert Goldrich

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    This spec spot for startup company Toluca hot sauce opens on a scantily clad young woman getting ready for a night on the town while listening to a hot Latin dance beat. She briefly admires herself in the mirror. But while she seemingly likes what she sees, one has to wonder how much she likes herself as she proceeds to put a drop of hot sauce on her tongue. Clearly, the sauce is super hot, causing her considerable discomfort. Why in the world would she put herself through this?

    As the sauce burns her mouth, the lass summons up as much intestinal fortitude as she can muster to fight through the pain.   Then the reason for her voluntarily subjecting herself to this is revealed–and it’s linked to her appearance. She’s using the sauce to burn a hole in her tongue. This enables her to wear a tongue stud, which presumably beats having to pay for a professional piercing.

    She puts on the jewelry and takes off for her hot date. The spot ends with a product shot of a Toluca bottle.

    Tim Leake of Floating Lightbulbs, Los Angeles, conceptualized the commercial, serving as creative director/copywriter. (Leake is now a creative at Saatchi & Saatchi, New York.)  Bill Kelman directed the ad via Apache Films, Venice, Calif. An up-and-coming director, Kelman has picked up nonexclusive representation in different U.S. markets, as well as in China and Brazil, from various production companies.

    Robbie Howard executive produced and line produced the job. The spot was shot at Visualiner Studios, Los Angeles, by DP Damien Collier. The principal actress was Melissa Hoover.

    Editor was Nimrod Erez of N.E. Things Studios, Hollywood.  Erez also served as AfterEffects artist. Colorist was Rick Flores of Magic Film and Video, Burbank, Calif.

    Audio post mixer/sound designer/music composer was Ben Davis of Ben Davis Audio, Venice, Calif.

    Category:The Best Work You May Never See



    Apple and Google Face UK Investigation Into Mobile Browser Dominance

    Saturday, November 23, 2024

    Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.

    The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.

    "This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."

    The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."

    And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.

    Both companies said they will "engage constructively" with the CMA.

    Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.

    Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."

    It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More

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