Galidan Nauber, who’s been a freelance helmer of music videos for the past several years, and Rad Daly, an actor who’s appeared in commercials and other projects, were looking for a spec campaign to showcase their spot directing talent. Based on his high regard for the "Life Sucks Without A Car" campaign promoting used automobile rental/sales company Ugly Duckling, Nauber approached the creative team at agency DGWB, Santa Ana, Calif.
"Their timing was perfect," said Dave Swartz, a creative director at DGWB. "We had just presented a new batch of spots which the client loved. But due to unfortunate circumstances, they were put way on the back burner."
Nauber and Daly struck a deal with the agency. They were given their choice of approved spots to produce. Nauber and Daly decided to co-direct the work, although they have since opted to amicably split and pursue projects as individual directors. The creative team would lend their expertise to the Ugly Duckling shoots. And if everything worked out, the agency would present the completed commercials to the client, hopefully recouping production expenses for the directors, as well as gaining airtime.
The helmers picked two spot concepts, both of which became commercials that were ultimately picked up and run by Ugly Duckling in California and several Sunbelt states, including Florida and Texas. The commercials debuted and ran for a brief stretch before being pulled right after the Sept. 11 terrorist attacks. In light of that tragedy, the client felt the spots’ dark humor wasn’t appropriate for the time being.
In "Creepy Commuter," a man boards a nearly vacant bus—the operative word being "nearly." Moving up from the back of the bus to sit behind him is a "woman," who clearly is a man in drag.
The "woman" sees the guy reading a newspaper, and tries to make conversation. "I was in a newspaper once," she says.
Uneasy, the guy reacts by doing what any of us would do. He reaches for his briefcase and looks to change his seat.
But before he can move, the transvestite asks: "Where are you going? You don’t get off for nine more stops."
Talk about too close for comfort. This "woman" knows way too much about the guy’s schedule and destination. It’s almost like a veiled "I know where you live"-type threat.
Supered over the scene is the Ugly Duckling campaign line, "Life sucks without a car."
We cut to the Ugly Duckling logo, accompanied by a toll-free phone number. A voiceover relates, "You got credit problems? Ugly Duckling has a car for you."
The spot then returns to the interior of the bus. Now the drag maiden is seated right next to the poor guy. Just a fleeting glance from the "gal" is enough to prompt the man to pull the passenger chord, sounding a bell to notify the driver that he wants to get off at the next stop as the spot comes to a conclusion.
The other ad, "Lion Kingdom," illustrates how much life sucks without a car when a family enters a wild animal park on foot. Indeed, the good folks are in peril as we see a lion smacking his lips.
The DGWB creative ensemble consisted of executive creative director/art director Jon Gothold, creative director/writer Swartz, creative director Enzo Cesario, art director Dave Hermanas, and producer Delene Robinson.
Nauber and Daly co-directed the work via the former’s banner, Imposter Pictures, Los Angeles. Bicoastal RSA USA helped secure film permits and provided insurance for the Imposter job. The DP was John Skotchdopole.
Noah Rosenstein edited the spots via 2 Pop Editorial, Santa Monica. Online editor/compositor was Robb Hart of Stun Gun, Irvine, Calif. Freelancer Ricki Brunick served as colorist via CCI, Burbank. Audio mixer was the mono-monikered Wookie of Irvine-based Stewart Sound. Animators Todd Dever and Orlando Costa of Stun Gun worked on the Ugly Duckling logo treatment.
