A woman in a nightgown raids her refrigerator in the wee morning hours. The tone and pacing of the spot are offbeat and arouse curiosity. At first, there’s an ominous undercurrent to the proceedings.
But ominous turns to odd when she opens the refrigerator door. We notice that the interior door compartments are covered by a sheet of ice. The camera then reveals that the entire inside of the fridge is encased in ice–talk about needing a defrosting.
Undaunted, the woman picks up a nearby broom and starts jabbing its handle into the ice, eventually extricating a bottle of Turkey Hill Dairy’s Ice Tea. A voiceover informs us that the tea is bottled cold, shipped cold and sold cold–and bills the beverage as being America’s number one refrigerated ice tea.
“Refrigerator” was directed by Matt Pittroff of Working Stiff Commercial Film Production, Baltimore, for Harrisburg, Penns.-based boutique agency Pavone.
The Pavone team included creative director Mark Richwine, associate creative director/copywriter Keith Quesenberry, art director Tim Prough, director of broadcast production Josh Iverson and producer Mary Holland.
Steve Blair exec produced for Working Stiff. The DP was Andy Lilien.
Editor was Owen Lang of Cerebral Lounge, Baltimore, which also served as the visual effects studio. LeRoy Konen and Stewart Smith of Cerebral Lounge served as VFX creative director and VFX director, respectively.
Influx of Talent At DAVID New York Includes The Creative Director Duo Of Erin Evon and Jason Burke
Global creative agency DAVID has made seven creative hires in its New York office. Coming aboard are the creative director duo of Erin Evon and Jason Burke; associate creative directors Kelsey Miller, Tori Mortenson and Maris DiTullio; sr. copywriter Adam Goffstein; and sr. art director Victoria Rocha.
All will report to Daniel Lobaton, North America, chief creative officer, and André Toledo, chief creative officer.
Creative directors Evon and Burke have teamed on campaigns for Goldfish, Snyder’s of Hanover, Tide, Shopify, Samsung and Uber Eats. They’ve been working together for seven years at such NY agencies as R/GA and Saatchi & Saatchi. While at the latter, Evon was one of the creative behind “It’s a Tide Ad,” the Procter & Gamble Super Bowl takeover that at the Cannes Fest scored a Film Grand Prix, Titanium Cannes Lion and Creative Effectiveness Gold Lion as well as a Grand Effie.
Associate creative directors Miller and Mortenson were most recently at Mekanism working for Jose Cuervo and Quaker Oats. DiTullio had been an associate creative director at Deutsch LA where she worked on Taco Bell. Prior to Deutsch LA, she worked at Crispin Porter+Bogusky on Domino’s, and RPA on Apartments.com.
Sr. copywriter Goffstein served previously at The Martin Agency and MullenLowe Boston, working for brands like Buffalo Wild Wings and Busch Light. Rocha contributed to award-winning campaigns like Michelob Ultra’s “Dreamcaster” and Spotify’s “Spreadbeats.”
The seven new team members join the existing NY contingent in their newly opened office space at the iconic Domino Sugar Factory in Williamsburg, Brooklyn.
“Talent is at the core of who DAVID is,” said Lobaton. “We are a first name agency so... Read More