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.
Disney Pledges $15 million In L.A. Fire Aid As More Celebs Learn They’ve Lost Their Homes
The Pacific Palisades wildfires torched the home of "This Is Us" star Milo Ventimiglia, perhaps most poignantly destroying the father-to-be's newly installed crib.
CBS cameras caught the actor walking through his charred house for the first time, standing in what was once his kitchen and looking at a neighborhood in ruin. "Your heart just breaks."
He and his pregnant wife, Jarah Mariano, evacuated Tuesday with their dog and they watched on security cameras as the flames ripped through the house, destroying everything, including a new crib.
"There's a kind of shock moment where you're going, 'Oh, this is real. This is happening.' What good is it to continue watching?' And then at a certain point we just turned it off, like 'What good is it to continue watching?'"
Firefighters sought to make gains Friday during a respite in the heavy winds that fanned the flames as numerous groups pledged aid to help victims and rebuild, including a $15 million donation pledge from the Walt Disney Co.
More stars learn their homes are gone
While seeing the remains of his home, Ventimiglia was struck by a connection to his "This Is Us" character, Jack Pearson, who died after inhaling smoke in a house fire. "It's not lost on me life imitating art."
Mandy Moore, who played Ventimiglia's wife on "This Is Us," nearly lost her home in the Eaton fire, which scorched large areas of the Altadena neighborhood. She said Thursday that part of her house is standing but is unlivable, and her husband lost his music studio and all his instruments.
Mel Gibson's home is "completely gone," his publicist Alan Nierob confirmed Friday. The Oscar winner revealed the loss of his home earlier Friday while appearing on Joe Rogan's... Read More