You can’t believe everything you hear, and in a new spot directed by Jeff Aron Lable of Superlounge, Sears sets out to prove that its selection of Serta mattresses is everything it’s cracked up to be. In the ad, a spokesman sings the store’s praises while hooked up to a “Lie Detector”. For added veracity, another man is hooked up to a machine, enabling him to offer confirmation that the spokesman is telling the truth. At the end of the table is another woman, on hand to back up the sincerity of the second man’s statement.
Client: Serta/Sears
Spots Title(s): Lie Detector
First Air Date: February 22, 2016
Production Company/Location: Superlounge / LA
Director: Jeff Aron Lable
DP: Jeff Venditti
EP: Dave Farrell
Producer: Rick Cowan
Editorial Company/Location: The Underground
Editor: John Grosjean
Editorial EP: Chad Cooper
Telecine Company/Location: Cathel
Audio Post: Esther Nevarez
Shoot Location: Chicago
The Undeniable Voice of Art
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’ Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own. Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.” Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More