This spot puts us smack dab in the middle of an elementary school classroom. The teacher, holding up a picture of a cow, asks her students, "Can anybody tell me what comes from a cow?"
Kids eagerly—if not accurately—answer. "Lattes," says one.
Another child relates, "My mom says non-fat, half-caf cappuccinos."
A boy responds with a complicated mocha concoction, and a little girl throws her two cents in with a macchiato brew.
A voiceover intervenes, "If there’s any place that really can use a County Fair, it’s L.A."
The classroom lesson continues as the teacher, undaunted, moves onto another animal. "Can anyone tell me what comes from a sheep?" she asks.
A girl responds, "Sweaters." She then rethinks her answer, adding a modifier: "Gucci sweaters."
The voiceover returns to plug "The L.A. County Fair," adding the slogan, "Kinder. Simpler. Funner," which also appears as part of the spot’s end tag, along with a promo tie-in to Ralphs grocery stores.
"Classroom" is one of two spots promoting the L.A. County Fair, which took place last month. The other ad, "Cashmere Cow," shows women in a clothing store who are ignorant about the origins of wool and cashmere.
Chris Nelson of bicoastal RSA USA directed the commercials for ideaology advertising, Los Angeles. Carrie McLaren produced for RSA. The DP was Michael Bernard.
For ideaology, agency president Cary Sacks was the copywriter, with Dino Santilli serving as creative director/art director and Janine Carlson as executive producer/producer.
Editor was Frank Effron of Cut + Run L.A., Santa Monica. Assistant editor was Charlie Keating. Online editor was Mitch Gardiner of Cut + Run. Jerry Sukys executive produced for Cut + Run. Colorist was Chaz Tucker of Rushes, Los Angeles. Audio mixer was Jeff Fuller of Eleven, Santa Monica. DJ Fox-Engstrom was Eleven’s executive producer.
Music composer/producer was Kane Minkus of SomaTone Productions, San Francisco.
Ana Gabriel, Sadie Rose, Cody Rokosz, Joseph Staraci and Kammi Olimberio were the principal actors in this spot. The SAG/AFTRA Commercials Contract Standing Committee has granted a waiver to allow commercials to be available for viewing on SHOOTonline.com. The spots cannot be copied, downloaded or e-mailed.
