This :30 opens on a church congregation that’s being whipped up into a frenzy by a skillful evangelist. "Just as the sun rises every morning and winter changes into spring, we are all part of the greater plan," the preacher declares from his pulpit.
Indeed he has the audience in the palm of his hand, as churchgoers and choir members nod in affirmation of and praise their leader’s sermon. But along the road to inspiration, the preacher loses his congregation in a split second when he observes that the divine purpose he espouses is "sort of like supply chain management—everything running in perfect harmony to deliver what you need when you need it. Do I hear ‘Amen?’"
The now-silent congregation and choir are dumbfounded by the supply chain management analogy. Acknowledging that the preacher might have been reaching just a bit, a voiceover explains: "OK, so not everybody understands supply chain management. We do. CNF Transportation. We straighten out supply chains for leading companies worldwide. CNF. Where supply meets demand."
"Preacher," which has been airing on Bay Area cable stations, was conceived by a team from San Francisco agency Citigate that consisted of creative director/copywriter John McClave, senior art director Qwyn Smith and producer LauraLe Wunsch.
The spot was directed by Ron Jaguar of get it…pictures, Los Angeles. Steve Ward and Paul Albanese were executive producer and producer, respectively.
Phoenix Editorial, San Francisco, deployed a contingent of editor Molly Conway, Smoke artist John Crossley, executive producer Lisa Hinman and producer Jonathan Hinman.
Blaise Smith composed for Hank Smith Music, San Francisco, backed by a team that included producer Mark Harrison and engineer Dale Everingham. Audio post mixer/engineer was Jay Shilladay of Crescendo, San Francisco.
