Never underestimate the power of a threat. It can be a great motivator as a young man finds out in this :30 promoting the G4 gaming TV network’s Midnight Spank, a block of shows that starts at midnight on weekdays.
We open on a darkened bedroom in the still of the night. A man and a woman are fast asleep. That is until a voice wakes up the guy.
The voice says, “Hello Tom. You have to watch Midnight Spank.”
The source of the voice adds an eerie edge to the scenario–it’s that of a small guinea pig who’s perched on the bed, atop the sheet covering Tom.
A drowsy Tom protests, explaining that he cannot watch TV now because he’s too tired.
The guinea pig replies in a matter of fact manner, “Tom, do you want me to eat your other kidney.”
The camera then reveals a large blood stained splotch on the sheet, positioned where Tom’s kidney had been.
Tom understandably gives in, responding to his adversary’s query about wanting to have the other kidney devoured, “No, calico colored guinea pig.”
An offbeat message then appears on screen: “Watch Midnight Spank Or A Calico-Colored Guinea Pig Will Eat Your Kidney.”
An end tag carries a Midnight Spank logo, along with the G4 Web site address.
“Bedroom/Kidney” is part of a four-spot promo campaign directed by Daniel Kleinman via his former Kleinman Productions, London, for BBDO New York. (Kleinman has since opened U.K. house Rattling Stick in tandem with director Ringan Ledwidge.)
The BBDO team consisted of creative director Eric Silver, art director Richard Ardito, copywriter Grant Smith and producer Ed Zazzera.
Johnnie Frankel executive produced for Kleinman with James Hatcher serving as producer. The DP was Dave Ungaro.
Editor was Gary Knight of Final Cut, New York. Stephanie Apt and Sonali de Silva were executive producer and producer, respectively, for Final Cut. Assistant editor was Ashley Kreamer. Colorist was Tom Poole at The Mill, London. Flame artist was Mindy Dubin at Framestore, London.
Audio post mixer on “Bedroom/Kidney” was Rob DiFondi of Sound Lounge, New York. Sound designer was Terressa Tate of Final Cut.
Directors Amy+Pilar and Jose Antonio Prat Join Reform School
Boutique content production company Reform has added comedy directing duo Amy+Pilar (Amy York Rubin and Pilar Boehm) and award-winning multicultural director Jose Antonio Prat to its roster for U.S. representation spanning commercials and branded entertainment.
Partners in both life and art, Amy+Pilar are know for their sharp wit and comedic timing. Their synchronicity is evident in a body of work across TV, film and commercials. Prior to joining Reform School, Amy+Pilar had been repped in the ad market by production company Knucklehead.
Amy has directed high-profile comedy sketches featuring stars like Amy Schumer, Kate McKinnon, and Sarah Silverman. On the episodic front, Amy has helmed for series such as Fresh Off the Boat, Casual, Superstore and Angie Tribeca--as well as the pilot for the hit Netflix comedy Dead to Me.
Before joining forces with Amy behind the camera, Pilar was a psychotherapist, a background that informs her ability to create fascinating characters and stage irresistible, nuanced performances. Amy and Pilar’s shared passion for comedy brought them together. Their collaboration began with a Synchrony Bank campaign, starring cult-comedy favorite Maribeth Monroe (Workaholics), and they went on to direct the pilot of the Hulu series Love, Victor. Amy+Pilar’s ad fare also includes spots for Uber’s “Go-Get” campaign and “Shift,” starring Martin Starr.
“We have been fans of Amy and Pilar for a long time,” said Ryan Ennis, executive director at Reform School. “They excel at capturing comedic performances and dialogue. Coming from the TV and L.A. comedy scenes, they’ve built a strong following and collaborated with some of our favorite funny people.... Read More