Think of those female models on long-running TV game show The Price Is Right as they stand by and frame, if not romance, such prizes as automobiles, hot tubs and side-by-side refrigerator/freezers.
Now picture those same-style models accompanying regular people in everyday life. We see one model next to a window washer, her arms extending toward the worker. Also in the picture is another woman who’s smoking sans a game show model.
In the subsequent scene, a game show model is on a lift with a construction worker. Other models escort people off of and onto a stopped bus.
We see models standing next to a seated couple at an outdoor Cafç. Another model walks off with a waitress. At a nearby table, there’s no model accompaniment for a restaurant patron who is smoking.
Next, there’s a model for each family member who gets out of a parked minivan. Ditto for an executive outside an office building–but not for a nearby smoker.
A voiceover explains, “Maybe if nonsmokers were easier to spot, we’d all recognize that the fact is that nearly 80 percent of us don’t smoke.”
As we see models alongside pedestrians in a teeming city street intersection, a super appears that reads, “Debunkify more myths.” The voiceover relates, “Everybody smokes–not quite.”
An end tag is written across the closed back doors of a van: Debunkify.com, sponsored by the Ohio Tobacco Prevention Foundation.
Titled “Game Show Models,” the spot was directed by Vance Malone via bicoastal/international Hungry Man for Cincinnati agency Northlich. Malone recently came aboard Hungry Man, having earlier been at Food Chain Films, Portland, Ore.
Stephen Orent and Tom Rossano executive produced for Hungry Man, with Caroline Gibney serving as head of production and John Marx as line producer. The DP was Marc Greenfield.
The agency team consisted of art directors Carey McGuire and Carey Warman, copywriter Jeff Warman and producer Diane Frederick.
Offline/online editor and visual effects artist was Tate Webb of Red Echo Post, Cincinnati. Colorist was Lynette Duensing of Filmworkers Club, Chicago. Audio post mixer/sound designer was Jay Petach of Sound Images, Cincinnati.
Google Opens Its Defense In Antitrust Case Alleging Monopoly Over Online Ad Technology
Google opened its defense against allegations that it holds an illegal monopoly on online advertising technology Friday with witness testimony saying the industry is vastly more complex and competitive than portrayed by the federal government.
"The industry has been exceptionally fluid over the last 18 years," said Scott Sheffer, a vice president for global partnerships at Google, the company's first witness at its antitrust trial in federal court in Alexandria.
The Justice Department and a coalition of states contend that Google built and maintained an illegal monopoly over the technology that facilitates the buying and selling of online ads seen by consumers.
Google counters that the government's case improperly focuses on a narrow type of online ads — essentially the rectangular ones that appear on the top and on the right-hand side of a webpage. In its opening statement, Google's lawyers said the Supreme Court has warned judges against taking action when dealing with rapidly emerging technology like what Sheffer described because of the risk of error or unintended consequences.
Google says defining the market so narrowly ignores the competition it faces from social media companies, Amazon, streaming TV providers and others who offer advertisers the means to reach online consumers.
Justice Department lawyers called witnesses to testify for two weeks before resting their case Friday afternoon, detailing the ways that automated ad exchanges conduct auctions in a matter of milliseconds to determine which ads are placed in front of which consumers and how much they cost.
The department contends the auctions are finessed in subtle ways that benefit Google to the exclusion of would-be competitors and in ways that prevent... Read More