This intentionally cheesy informational-style :30 introduces us to Hoyt Monroe, an expert who can teach us how not to win at Pala, a casino/resort in the San Diego area. He even invites us to log onto a website to order his “Win Zip at Pala” DVD giving us the inside scoop.
Why would anyone not want to win at a casino? Monroe explains that not winning at the gambling tables means you are instead winning elsewhere–like at the Pala’s spa, one of its world-class restaurants or by taking advantage of assorted other amenities.
In this spot–part of a larger campaign–we see Monroe in a suite bathroom featuring a two-person shower. A naked couple on the other side of the foggy glass had seen the DVD and taken Monroe’s advice, opting to enjoy Pala’s non-gambling perks, in this case the intimate shower.
Trying to peer in on the guy and the gal, Monroe asks if he can join the couple.
He gets turned down. Well at least there’s plenty of other stuff for Monroe to do at Pala.
The multiple teaser spots in the campaign–and the DVD itself–were directed by Terry Rietta who recently joined Zoo Film, Hollywood. The Pala assignments were produced by Rietta’s prior roost, Beverly Hills-headquartered Villains for agency M&C Saatchi, Los Angeles.
The agency team included creative director Martin Dix, copywriter Chris Pouy and producers Wendi Weger and Rebecca Silverstein.
John Marshall exec produced for Villains with Matt Caltabiano serving as line producer. The DP was Jim Hawkinson.
Editor was Adam Parker of Chrome, Santa Monica.
Director Ben Steiger Levine Joins Lord Danger For U.S. Spot Representation
Lord Danger, the creative production company that’s part of the Monstera Group, has added director Ben Steiger Levine to its talent roster for U.S. commercial representation. He joins a Lord Danger directorial lineup which includes Mike Diva, Cache Bunny, MP Curtet, and Parker Seaman.
Steiger Levine shared that he was drawn in part to Lord Danger in that it’s a small, close-knit group of creative pros producing standout work. “They’re not a huge fish but rather a stealthy, nimble piranha made of beautiful rainbow colors that can adapt on a dime and devour,” Steiger Levine said. “All the directors on the roster have a voice. Lord Danger makes original images. Images with impact. Maintaining voice all while effectively selling products is the killer combination that makes work iconic, and this is Lord Danger’s priority.”
Known for his flair for design and visual effects, complemented by his strengths as a storyteller, Steiger Levine burst onto the scene after earning a slot in the 2009 Saatchi and Saatchi New Directors’ Showcase unveiled at the Cannes International Festival of Creativity. He was also named a Young Gun by the Art Directors Club. Prior to joining Lord Danger, Steiger Levine was most recently with production house Greencard.
His reel includes a visually arresting campaign for Jack Links, a campaign for Core Water featuring actress Hailee Steinfeld, work for Nintendo, and the oddly-moving “Intolerance” project for Natrel, the Canadian lactose-free dairy product line, which uses a faux documentary to tell the story of a giant of a man who owes his status to drinking Natrel milk. The effect of a towering man in his too-small house was achieved without any CGI, just using in-camera tricks and compositing. Steiger... Read More