Just what TV needs: another car chase. However, the twist on this pursuit turns out to be not only funny but also an effective piece of advertising for a client outside the mainstream–yet well suited to streams and other bodies of water.
This :30 thrusts us right into a siren-blaring, high-speed chase on a back country road. We see a sporty black Camaro motoring like a bat out of hell, with three sheriff’s cars not too far behind.
Clearly the driver of the Camaro is a suspect in a crime, if not an outright criminal. The camera reveals, however, that this perpetrator is not of the two-legged variety. Instead, we see a fish at the wheel of the sports car, which careens off road and skids up to the water’s edge. The fish jumps out of the car into the water, seemingly making good its escape via river, lake or creek.
A deputy gets out of one of the law enforcement vehicles and begrudgingly admits, “He got away.”
“No, he didn’t,” confidently says a wiser veteran sheriff who arrives on the scene. The reason for his confidence then becomes evident–he’s holding a fishing pole rigged with a Rapala lure. The spot ends with the word “Rapala” supered across a dark background.
“We wanted to play off all the best car chase scenes,” related art director Brock Davis of Carmichael Lynch, Minneapolis. “There’s no hint of lighthearted or silly anywhere. And then you see the fish–and it’s driving a Camaro.”
“Getaway” was directed by Tom De Cerchio of Incubator Films, West Hollywood, for Carmichael Lynch. Alexandra Chamberlain executive produced for Incubator, with Kate Dale serving as line producer. Production services were provided by Radke Films, Toronto. The DP was Glen Keenan.
The agency team consisted of chief creative officer Peter McHugh, executive creative director Jim Nelson, creative director Steve Casey, writer Tom Camp, producer Sean Healey and art director Davis.
Editor was Charlie Gerszewski of Channel Z, Minneapolis. Colorist was Dave Sweet of Pixel Farm, Minneapolis. Steve Medin of Pixel Farm was online editor/visual effects artist. Audio engineer was Ken Chastain of Pixel Farm Music, Minneapolis. Ron Stefaniuk of Stefaniuk Studios, Toronto, was creator/artist of the animatronic fish.
Sound designer was Jay Nierenbreg of Elias Arts, bicoastal. Principal actors were Scott Wickware and Brian Frank. The spot broke earlier this month on fishing specialty shows throughout the country.