In this post-9/11 era, hardware stores have had to continually restock their inventories of duct tape. But there’s a lighter-hearted use for this sticky multi-purpose product, as we find out during recess at an elementary school, thanks to a concept out of agency Cole & Weber/Red Cell, Seattle.
The spot begins with a plain, bookish-looking little girl who opens her lunch pail, which contains a huge roll of duct tape. Alone in the playground, she proceeds to unfurl the tape with great earnest and a clear sense of purpose.
Next, the camera reveals her creation—a spider-like web of sticky tape, extending from a tree to a nearby swing set. Her trap complete, the girl sits down on a swing to read a book and bide her time as she awaits her prey.
Her wait isn’t long. We hear the school recess bell, immediately followed by the sound of running and then the impact of someone hitting the duct tape. Next we see who’s become ensnared—a cute little boy stuck face first to the web. He tries to wiggle free but to no avail—the struggle leaves him even more tightly trapped.
The girl then approaches her captive and puckers her lips. Oh, what a tangled web we weave.
A voiceover intervenes, "Spiders at the Woodland Park Zoo. Watch and learn," as an end tag appears, touting the zoo’s "Masters of the Web" exhibit, which runs through Oct. 31. A logo identifies the exhibit sponsor, Washington Mutual. A spider is seen crawling across the end tag.
Titled "Lunchtime," this :30 for Seattle’s Woodland Park Zoo was directed by Kevin Samuels of bicoastal HSI Productions for Cole & Weber/Red Cell.
The agency creative team consisted of creative director/art director Guy Seese, associate creative director/ copywriter Jim Elliot and producer Nicole Hartshorn.
Samuels is a former agency creative with a penchant for humor. Now as a director, he is part of a developing comedy pedigree at HSI. Though HSI has a longstanding reputation encompassing varied ad genres, the one notable exception over the years had been humor. However, that has changed as of late with the signing of Joe Public (SHOOT, 5/7, p. 1) and the progression of young talent in the company pipeline, including the London-based team of Jake & Jim, which is starting to make inroads stateside. Additionally, HSI continues to handle established comedy director Dave Merhar.
Ellen Jacobson executive produced "Lunchtime" for HSI, with Michael McQuhae serving as head of production and Theresa Marth as producer. The spot was shot on location in Los Angeles by DP Marc Laliberte Else.
Editor was Chan Hatcher of Cosmo Street Editorial, Santa Monica. Assistant editor was Edwina Lantigua. Yvette Cobarrubias was executive producer for Cosmo Street.
Troy Murrison of Flying Spot, Seattle, was the online editor. Flying Spot’s Jeff Tillotson was the colorist. Audio mixer was Eric Johnson of Clatter & Din, Seattle.
Lilli Babb and Cody Arens 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.
