Jeff Goodby, co-chairman/creative director of Goodby, Silverstein & Partners, directed this spot (via production house Smuggler) in the “Mootopia” campaign, which takes us to an idyllic land in which milk flows in abundance. However, there’s a drawback to Shangri-La, at least for a dentist who has set up shop smack dab in the middle of this lush world. Thanks to milk, everyone has lovely teeth, meaning there’s no work for a DDS.
The dentist offers free teeth cleaning and related services but to no avail as each passing person flashes a perfect smile. He finally asks his receptionist if he has any appointments. She says she will check but doesn’t have to, responding with an immediate “No.”
This is one of three “Mootopia” spots Goodby has directed (SHOOTonline, 3/29, for story on the campaign’s debut commercial “Gorgeous Hair”). All three have run on TV but this version of “Dentist” was extended to :60 expressly for exposure in more than 150 dental offices throughout California. To get the message across to families that milk’s calcium can produce strong healthy teeth and prevent tooth decay, the :60 is being shown in dentist waiting rooms in such markets as Los Angeles, San Francisco/San Jose, Sacramento, San Diego, Fresno, Bakersfield, Santa Barbara, Monterey/Salinas, and Chico/Redding.
“We’ve never done anything like this, but a dental office is a natural environment for this type of education to take place,” said CMPB executive director Steve James.
“Dentist” was lensed by DP Joost Van Gelder.
Visual effects house on the job was MassMarket.
Editor was Chan Hatcher of NumberSix.
Review: Director Jon M. Chu’s “Wicked”
It's the ultimate celebrity redemption tour, two decades in the making. In the annals of pop culture, few characters have undergone an image makeover quite like the Wicked Witch of the West.
Oh, she may have been vengeful and scary in "The Wizard of Oz." But something changed — like, REALLY changed — on the way from the yellow brick road to the Great White Way. Since 2003, crowds have packed nightly into "Wicked" at Broadway's Gershwin Theatre to cheer as the green-skinned, misunderstood Elphaba rises up on her broomstick to belt "Defying Gravity," that enduring girl-power anthem.
How many people have seen "Wicked"? Rudimentary math suggests more than 15 million on Broadway alone. And now we have "Wicked" the movie, director Jon M. Chu's lavish, faithful, impeccably crafted (and nearly three-hour) ode to this origin story of Elphaba and her (eventual) bestie — Glinda, the very good and very blonde. Welcome to Hollywood, ladies.
Before we get to what this movie does well (Those big numbers! Those costumes!), just a couple thornier issues to ponder. Will this "Wicked," powered by a soulful Cynthia Erivo (owner of one of the best singing voices on the planet) and a sprightly, comedic, hair-tossing Ariana Grande, turn even musical theater haters into lovers?
Tricky question. Some people just don't buy into the musical thing, and they should be allowed to live freely amongst us. But if people breaking into song delights rather than flummoxes you, if elaborate dance numbers in village squares and fantastical nightclubs and emerald-hued cities make perfect sense to you, and especially if you already love "Wicked," well then, you will likely love this film. If it feels like they made the best "Wicked" movie money could buy — well, it's... Read More