This spot opens on the tail end of a spirited rendition of "Happy Birthday," sung by a group of kids seated around a table. When their chorus ends, that’s the cue for the six-year-old birthday boy to blow out the candles on his cake. But out of the blue a sword descends from above, bisecting the cake with such force that one half topples upside down. The kids applaud and cheer wildly for the sword-wielding gent in the swashbuckler’s costume, replete with oversized plastic head.
Next, as the pirate chases happily screaming kids in the background, the birthday boy’s mom addresses the camera in an unsolicited testimonial. "I was thrilled," she enthuses, "when I found out that Salty Pete, the Portland Pirates’ new mascot, was available for parties. He’s just so great with the kids."
We soon find out how great. The next scene has the birthday boy repeatedly poking Salty Pete with a plastic toy sword. "You’re dead, you’re dead, you’re dead," declares the lad. With his own sharpened blade, the salty mascot pops the boy’s balloon. Stunned, the child starts crying.
A message interrupts the festivities, filling the screen against a solid background and accompanied by a Pirates logo: "Portland Pirates hockey/ take no prisoners." Next a phone number and Web address appear for potential Pirates ticket-buyers.
The children’s high-pitched shouting has continued in voiceover through the supers. Now, returning to the action we find Salty Pete upstairs, looking to add to his treasure chest. He’s stealing a long strand of pearls from mommy’s jewelry box. In the background, the kids have begun to wonder where their hero has gone. "Salty Pete, Salty Pete, where are you?" they cry in unison.
"Birthday Party" is one of three offbeat comedy ads directed by Bill Cuccinello of Picture Park, Santa Monica and Boston, for JC Advertising, Manhattan Beach, Calif. Billy Near executive produced for Picture Park, with Cathleen Fitzgerald serving as line producer. The campaign was shot by DP Scott Davis.
JC Advertising’s Josh Caplan was creative director/copywriter on the campaign, with Jarrett Farls serving as art director.
Keith Salmon of Hyena Editorial, Santa Monica, cut the package of ads. Online editor was Eric Leverenz of Fencepost, Santa Monica. Colorist was Bob Festa of R!OT Santa Monica. Audio mixer/sound designer was Nathan Dubin of Margarita Mix de Santa Monica.
The campaign began running last month in the Portland, Maine, area.
