The watchword is “caution” when it comes to watching TV. That became evident during some water cooler conversation I recently overheard on the Raleigh Studios lot in Los Angeles, home to SHOOT’s new West Coast office.
A couple of people were discussing the most recent episode of Lost. Unfortunately, another nearby coworker heard a bit too much about the episode, which she hadn’t yet watched but was looking forward to since she TiVoed the installment for viewing later that week.
Indeed there’s no more proverbial shared, safe water cooler banter when it comes to television–except for the rare event like the Super Bowl where everyone is watching at the same time. Just what we needed–another reason to jack up the price tag of a 30-second time slot during the Big Game.
With iPods, cell phones, laptops, VOD and TiVo, a growing number of people are tuning into TV programs whenever it suits them–making discussions about TV shows the day after traditional broadcast a bit perilous.
Speaking of peril, what of the commercials during that Lost episode. Did the woman who TiVoed Lost bother watching the show after hearing the plot and its outcome? More importantly for our audience, if she did watch the show, did she watch any of the commercials?
The irony is that the safest water cooler topic might be the commercials airing during the show since many TiVo users have no plans to watch the spots anyway so you won’t be ruining that experience for them. But seriously, the changing viewing habits and dynamics underscore the fact that it’s essential that commercials be more entertaining and relevant than ever if they stand a chance of breaking through to prospective consumers.
The ability to do just that is what led SHOOT staffers to select TBWAChiatDay as its Agency of the Year. The ’06 body of work out of TBWAChiatDay’s New York, Los Angeles and San Francisco offices was stellar.
While it’s a daunting task to somehow weave ad messages into pop culture, TBWAChiatDay has attained that nirvana in several instances this year, the prime example being its human embodiments of Apple’s Mac versus the PC. This year I’ve heard more water cooler buzz about the creative, artistic Mac guy and the buttoned-down, business suit-clad PC man than perhaps any other TV topic. Related Web site fare, chat room fodder, blogs and text messaging have taken on lives of their own–all to the branding benefit of Apple.
Even during last month’s inaugural Hollywood Post Alliance Awards show, the hit of the evening was a bit where two presenters–one in a tuxedo, the other in shorts and surf wear–introduced themselves as PC and Mac, respectively.
Everyone in the audience got the joke, showing how thoughtful, clever brand messages can spread like wildfire and become an accepted part of the universal lexicon.
That’s the challenge to agencies and marketers alike.
To embrace and accomplish this is paradise found. To not realize or worse ignore this can only result in paradise Lost.
Nominees Unveiled For Cinema Audio Society’s 61st Annual Awards
The Cinema Audio Society has unveiled its nominees in seven categories for the 61st Annual CAS Awards for Outstanding Achievement in Sound Mixing 2024.
The 61st CAS Awards will be held on Saturday, February 22, at the Beverly Hilton.
Nominated in the live action motion picture category were the audio teams behind A Complete Unknown, Deadpool & Wolverine, Dune: Part Two, Gladiator II and Wicked.
Animated motion picture nominees were the sound ensembles behind Inside Out 2, Moana 2, Mufasa: The Lion King, The Wild Robot and Wallace & Gromit: Vengeance Most Fowl.
As previously announced, multi-award-winning sound mixer Tod A. Maitland CAS (A Complete Unknown, West Side Story, Joker), will be honored with the CAS Career Achievement Award. In addition, visionary filmmaker Denis Villeneuve (Dune: Part Two, Blade Runner 2049, Arrival) will receive the Cinema Audio Society’s Filmmaker Award.
The CAS Award nominees highlight the outstanding contributions of sound mixers, recognizing excellence in the specialized craft of sound mixing for both film and television. Each year, accomplished CAS members—who possess extensive expertise in the art and science of sound—carefully review hundreds of projects to ensure the nominees truly reflect excellence in sound mixing in Motion Picture and Television entertainment.
“2024 was a year of remarkable achievements in the sound community, with exceptional talent on display across every category,” said CAS president Peter Kurland. “The innovation and artistry of these sound mixers continue to elevate the craft, and the upcoming awards will be a celebration of the outstanding contributions made this year. Congratulations to... Read More