This spot opens on a white van cruising through a quiet stretch of residential suburbia at night. Are the vehicle’s occupants casing the neighborhood? For a moment, trouble seems to be brewing. And that trouble looks likely to be bizarre when we realize that the van’s driver and passenger are football players in full California Golden Bears (U.C. Berkeley) uniforms, including helmets.
The men perk up when they hear a family arguing in one of the homes, breaking the neighborhood’s peaceful silence. The spot takes us into that house, where Mom, Dad and two kids are in high-decibel disagreement. Even the family dog gets into the fray, barking loudly.
The football players barge into the home, then carry the family members outside, across the front lawn and towards the van. The hysterical arguing doesn’t skip a beat: Parents and kids are oblivious to the fact of their own kidnapping; all they care about is winning their seemingly nonstop arguments.
The van’s back doors are opened to reveal a bevy of loud noisemakers, including an incessant drummer and a man whose vocal rants are amplified by a megaphone. The cacophony is earsplitting.
The football players close the doors of the van. Written across the doors is, "Cal Bears. We Want Your Noise." Supered below is a toll-free phone number to call for Cal football game tickets.
The spot was conceived by a team from San Francisco ad agency Black Rocket, consisting of creative directors Bob Kerstetter and Steve Stone, art director Joel Rodriguez, copywriter Joe Rose and producer Hannah Murray.
Steven Tsuchida of Oil Factory Films, Hollywood, directed "Family," with Billy Poveda executive producing and Grant Jue serving as line producer. The commercial was shot by DP Rhett Bear.
Jonathan Hinman and John Crossley of Phoenix Editorial, San Francisco, served as offline and online editor, respectively. Lisa Hinman was editorial producer for Phoenix.
Colorist was Stefan Sonnenfeld of Company 3, Santa Monica. Audio mixer was Jay Shilliday of Crescendo! Studios, San Francisco. Sound designer was Andy Newell of Ripe Sound, San Rafael, Calif.
Two versions of the spot—a :45 and a :30—began airing last month in Northern California.
