CLIENT
Mercedes-Benz Tri-State Dealers.
PRODUCTION CO.
Morton Jankel Zander, bicoastal.
Jonathan David, director; Harris Savides, DP; Jeff Scruton and Lisa Rich, executive producers; Debra Kent, line producer. Shot on location in New York.
AGENCY
Merkley Newman Harty|Partners, New York.
Andrew Hirsch and Randy Saitta, creative directors; Tom Sullivan, art director; Scott Zacaroli, copywriter; Sara Eolin, producer.
EDITORIAL
Final Cut, New York.
Kirk Baxter, editor; Jonathan Flaum, assistant editor; Alexis Wiscomb, producer.
POST
Nice Shoes, New York.
Russ Bigsby, online editor.
Moving Images, New York.
Tim Masick, colorist. (Masick has since joined Company 3, New York.)
AUDIO POST
Sound Lounge, New York.
Tom Jucarone, mixer.
MUSIC
Fluid, New York.
David Shapiro, composer/executive music producer; Andrew Sherman and Steve Walsh, composers.
THE SPOT
"How New Yorkers" (:30) utilizes a series of title cards followed by black-and-white images, to demonstrate, for instance, how New Yorkers cross the street. A man oblivious to oncoming traffic is almost hit by a taxi. The pedestrian winds up yelling at the cab driver despite that fact that it was his own fault. Other scenes include a woman shaking her coffee violently in order to "stir" it and a man nodding and gesturing for the typical New York "hello." The final scenario focuses on how New Yorkers change a tire. A woman in a Mercedes M-Class presses a button in her car and the title card appears, "Tele Aid and 24 hour roadside assistance. We understand. We live here."
Spot broke Feb. 18.