Epoch Films Helmer Sees His "Runaway Fridge" Picked Up By Miller Lite; Ad Is Based On A Concept From Y&R
By Millie Takaki
CHICAGO --Director David Preizler of Epoch Films, bicoastal and London, is no stranger to the spotlight. He gained inclusion in SHOOT’s New Directors Showcase in 2003. The next year, he was part of the Saatchi & Saatchi New Directors Showcase. His work has garnered assorted awards, including a Gold Clio, and recognition at the Association of Independent Commercial Producers (AICP) Show in the student commercial category (Speedo’s “Aquaman”).
Preizler’s latest coup paradoxically dates back to the early stages of his directorial career. An Epoch-produced spec spot he directed in September ’04 via Young & Rubicam, Chicago, has been bought by client Miller Lite for air, with the debut date yet to be determined. The commercial, “Runaway Fridge,” was based on a concept from a creative team at Young & Rubicam, Chicago, consisting of chief creative officer Mark Figliulo, creative director Dave Loew, copywriter Tohru Oyasu, art director Jon Wyville, director of broadcast production Matt Bijarchi, and producer David Fisher.
The premise involves the classic love affair that’s gone badly. But in this case, the relationship is between a man and his refrigerator. Indeed hell hath no fury like a fridge scorned. And the scorn comes in the form of the man electing to put a case of nondescript light beer in the refrigerator late one night. He then goes to bed only to awaken the next morning to find that his fridge has deserted him, leaving behind the light beer.
Hurt and bewildered (now he knows how his refrigerator feels), the man heads out the door to find his fridge. The trail takes him to a bus driver to whom he shows a photo of the refrigerator. Indeed the fridge had taken an express bus to the big city. We later see the fridge being harassed by a baton-wielding police officer for loitering.
The young man is relentless in the pursuit of his dearly departed fridge. He posts “Have you seen this fridge” signs all over town. Late into the night, he happens upon a streetwise female hooker who gestures down the sidewalk to the fridge. The man has finally caught up with his cool companion–but now the refrigerator is working a corner, in front of a theater playing a double feature, The Ice Box and Midnight Snack. A potential fridge/hooker customer appears to be negotiating a deal when the refrigerator owner intervenes, shooing the would-be customer away.
Seeing the error of his ways, the young man presents his beloved fridge with a case of Miller Lite. All is forgiven and man and fridge are reunited. They head back home together. A parting super reads, “Good Call,” which is Miller Lite’s longstanding slogan.
At press time, Preizler was in India on a shoot. He and Epoch were gratified to see “Runaway Fridge” get picked up for real-world airtime. Even a token run would qualify the spot for awards consideration.
The refrigerator theme in beer advertising gained a high profile earlier this year with the Super Bowl telecast debut of “Secret Fridge” for Bud Light. Directed by David McNally of bicoastal Villains for DDB Chicago, “Secret Fridge” scored the top slot in the USA Today Super Bowl commercials poll. The ad shows a guy stocking his fridge with Bud Light. When his friend sees the stash, he expresses concern that their buddies–who are coming over to watch the Big Game–will drink all the beer. That’s when the first guy proudly shows off his solution to the problem: a revolving fridge that hides the Bud Light. What the pair doesn’t realize is that when the refrigerator revolves, it ends up in another apartment populated by a bunch of guys who worship the beer-bestowing appliance. The spot ends with the more-than-grateful Bud Light recipients ritually bowing down and chanting, “Magic fridge, magic fridge.”
Ironically the refrigerator-centric concept of “Runaway Fridge” preceded that of this year’s popular “Secret Fridge.” But the Preizler-directed spec spot has finally been thawed out of deep freeze with airtime in the offing.
Epoch’s Mindy Goldberg and Jerry Solomon executive produced the commercial, with Anita Wetterstedt serving as producer. The DP was Eric Schmidt.
Matthew Wood of The Whitehouse, Chicago, edited the spot. Sue Dawson produced for The Whitehouse. Dave Gerbosi of Chicago Recording Company was the audio post mixer/sound designer. Music house was Human, New York. Visual effects house was Ring of Fire, West Hollywood, with John Myers serving as executive producer and Jerry Spivack as creative director. Principal actors were Joe Eggender, Jesse Goins and Julia Young.
Brand New School Extends Reach Internationally Via Partnership With Animation Studio BRUT
Brand New School (BNS) has entered into a strategic partnership with BRUT, a Barcelona-based animation studio. This collaboration represents a significant milestone in BNS’s expansion strategy, with BRUT serving as its inaugural global outpost.
Under the leadership of executive creative director Martin Allais, who will now be represented by BNS for directorial ventures, BRUT joins BNS as part of its collective roster. This partnership combines BNS’s established reputation for innovative creative work with BRUT’s expertise in diverse artistic techniques, including 2D cel animation, stop-motion, 3D animation, and seamless integration of live action.
With Allais leading BNS Spain, Brand New School is expanding its reach to serve a growing network of global clients. This partnership incorporates BRUT’s fresh methodology of working and diverse pool of talent to create content that resonates across cultures. Located in the heart of the European market, the new BNS location will further support and enhance its work with international clients, broadening its ability to meet their unique needs. This partnership represents a thoughtful blend of creativity and expertise, designed to strengthen and grow Brand New School’s global presence.
BRUT was founded by director Allais as an experimental incubator for innovative ideas and techniques. He is also a multidisciplinary artist of Latinx heritage who brings a wealth of creative experience to the partnership. His portfolio spans commercials for global brands like Oreo, Facebook, Samsung, and Dr. Pepper, earning accolades including Cannes Lions for his work on the Samsung Holiday campaign. Recently, Allais’ animated VR experience capturing New York City’s punk scene in the ‘70s, narrated by... Read More