The lion’s share of spec spots are made to help establish new talent in the marketplace. But in a departure from that norm, “Mountain Men” reacquaints us with a pair of industry vets–director/DP Peter Moss and former Campbell-Ewald, Detroit, exec VP/executive creative director Joe Puhy–who recently joined to form a directorial team, Puhy/Moss, available through Santa Monica-based Plum Productions.
The spot shows us two rugged outdoorsmen camping out in the pristine wilderness. One is seated in a Chevy Colorado truck, vigorously flossing his teeth. The other emerges from a tent and goes about his campsite business. The guy in the truck finishes his oral hygiene and places the piece of used floss on the rear view mirror. He then leaves the truck, to be replaced seconds later by his buddy who grabs the dangling floss and proceeds to clean his teeth and gums.
A voiceover relates, “Mountain men know how to stretch a dollar. That’s why Mountain Men drive the fuel efficient Chevy Colorado.”
The spec piece was based on a concept by art director Tom Cerroni and copywriter Joe Godard of Campbell-Ewald.
Moss said of Puhy, “He pushed me in different ways, which is refreshing. As a creative, Joe is very in tune with the younger market and adept at wit and comedy. I come from a background in beauty, sweeping landscapes and more classical looks. I think the integration of our two sensibilities makes for a dynamic collaboration.”
Moss is currently prepping for his feature directing debut, Dingo Dreaming, which is slated to shoot in New York and Australia this fall. He was a partner and director/DP at the former commercial production house Petermann/Moss Films from 1993 to ’03. Among his many accolades are directing awards from such competitions as the New York Film Festival and the London International Film Festival. Moss also has extensive feature experience, having served as camera operator on such noted Australian films as Breaker Morant and My Brilliant Career.
Puhy is best known for his work on Chevrolet while at Campbell-Ewald, serving in such capacities over the years as art director, producer, TV director, creative director and exec creative director. His creative fare includes the famed, longstanding “Like a Rock” campaign for Chevy Trucks. Earlier in his career he was a creative at Young & Rubicam’s Detroit and Paris offices.
In early ’06, Puhy exited Campbell-Ewald to pursue a career as a director and producer. On the former score, he teamed with Moss, whose directorial credits include commercials for such clients as Sears, Gillette, Miller Beer, Shell, Anheuser Busch, Avis, Esso and Toyota.
Chuck Sloan executive produced “Mountain Men” for Plum Productions, with Brett Marx serving as line producer. (Sloan is president of Plum.) Moss was DP on the job.
Steve MacCorkle of Rival Editorial, Santa Monica, edited the spot. Bill Fortney exec produced for Rival. Colorist was Mike Pethel of Company 3, Santa Monica. Audio post mixer was Jeff Payne of Eleven, Santa Monica.
Sound designer was John De Stefano at bicoastal Elias Arts. Jimmy Haun of Elias was music composer.
Principal actors were Troy Donnell and Mick De Lint.
Apple and Google Face UK Investigation Into Mobile Browser Dominance
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