This offbeat spec spot thrusts us into a local gas station/convenience store where a guy considers a minor purchase only to be distracted by the antics of other customers. He first spies a mother and daughter who stand in front of the store’s glass doored-refrigerator section and are chug-a-lugging milk from large plastic containers. They are literally pouring the milk onto their faces, with more milk getting on them than in their mouths.
The camera then takes us to a man in a business suit who has a similar drinking style, except this time with a pot of piping hot coffee in each hand. Apparently not afraid of being scalded, he dumps the java from one pot onto his head, drinking some and otherwise dousing himself with the rest.
Next is a man who puts his mouth up to a soft drink dispenser and pulls down on the lever, giving himself a soda pop shower.
Puzzled at this offbeat behavior, our original male customer then walks out of the convenience store with his modest purchase in hand. What he sees at the gas pumps puts the other customers’ behavior into context in that their “drinking problems” mirror that of their vehicles which are large-scale vehicles, primarily SUVs, that wastefully consume gasoline.
Our protagonist then gets ready to get into his car, a Toyota hybrid Prius. A super reads and an accompanying voiceover says, “100 percent guzzle free,” followed by the Toyota logo and the company slogan, “Moving Forward.”
“Guzzle”
Titled “Guzzle,” this spec ad was directed by David Jellison of Santa Monica-headquartered TWC based on a concept from writer Heather Stiteler, who was a freelancer at the time but has since become a creative director at Young & Rubicam, Irvine, Calif. Stiteler brought in longtime creative colleague, freelance art director Chip McDonald, to hone the “Guzzle” spec concept.
Jellison was drawn to the premise, as he is to the product itself. “The Prius is simply a smart idea that was ahead of the curve–its fuel efficiency coupled with a great design has helped position Toyota as a forward-thinking company. And the concept of directing a visual metaphor for consumption was just too delicious to pass up,” explained Jellison. “From a strategic standpoint, it brings nuanced comedic performance, physical humor and cars into play–all elements that can help to enhance a reel.”
Jellison quipped that the Prius is gaining on the Mini Cooper as the car which has spawned the most spec work. Still, he noted that this particular Prius project stood out for him.
“The best spec work is inspired by something you see in life. For me the litmus test of a spec concept is would the spot fit in with whatever the product’s current ad campaign is? People make the mistake of coming up with spec concepts that aren’t in the spirit of the product, its marketing and methodology. You can ignore the product’s advertising and marketing and still do a funny spot but it still doesn’t feel right in the real world of strategy and branding. This ‘Guzzle’ concept felt right to me in the big picture and that’s why I pursued it.”
That pursuit entailed landing the right lensing location–which turned out to be a gas station convenience store in the San Fernando Valley–while keeping reins on a tight budget.
Jellison’s support team included TWC exec producers Mark Thomas, Steve Ross and Jeff Snyder, with Johanna Woolcott serving as producer. The DP was Kris Kachikis. Amy Holland was the production designer.
Editor was Carlos Arias of Final Cut, Santa Monica.
Casting Working with Joe Blake Casting, Santa Monica, on “Guzzle,” Jellison found actors who fit certain profiles of what he sees driving around Southern California. The guy in the business suit struck the director as being the young, fast rising Circuit City salesman driving a Hummer to impress the ladies. The woman was a soccer mom who drives a big SUV often with herself as the only passenger going to a Starbucks to pick up a latte.. And the soft drink dispenser guzzler was a body building guy whose transportation of choice is a big muscle vehicle.
Meanwhile Jellison is no stranger to his work being recognized in “The Best Work You May Never See” gallery. He directed “November 1st,” a darkly comedic Snickers spec spot, which gained “Best Work” attention in November 2006.
