An animated video from O’Charley’s restaurants that celebrates the soft rolls that are customer favorites is featured in the chain’s new advertising campaign, which broke on TV Jan. 21 and online Jan. 28.
The animated video began as a book created by The Buntin Group/Nashville and was transformed into a video that plays at www.therolls.com. Studio 11 Productions/Nashville produced the video.
The TV campaign features three :30s that focus on the rolls, including one in which a woman’s dress gets tangled in an escalator before a basket of rolls appears to save the day. “The rolls come in from off camera and change the situation from bad to good or good to great,” said Matt Horton, executive creative director at The Buntin Group.
The TV campaign is extended with the website that features a game that challenges visitors to slice a roll, and the animated fable. “We wrote a storybook first that features the roll that tries harder than any other roll,” he said. “We took it to the web and put the book online.”
The two-minute-and-thirty-second animation includes text from the book and images of the smiling roll, which appears on a baking sheet before bouncing around the screen amidst images of O’Charley’s servers and a happy family.
The video never mentions O’Charley’s, which Horton said was done to “keep it intriguing. It sucks in viewers more. It’s all about the user experience. The minute you hold up your banner, you lose people.” He said the O’Charley’s name is featured on other areas of the site.
Miki Lekic, who owns Studio 11 Productions, said the animated video was created in Flash, based on illustrations by Devan Todd, the designer at The Buntin Group.
The video will also run at YouTube. The TV spots feature the web address to drive viewers to the animated video.
O’Charley’s is a chain of 237 restaurants in the Southeast and Midwest.
Netflix Series “The Leopard” Spots Classic Italian Novel, Remakes It As A Sumptuous Period Drama
"The Leopard," a new Netflix series, takes the classic Italian novel by Giuseppe Tomasi di Lampedusa and transforms it into a sumptuous period piece showing the struggles of the aristocracy in 19th-century Sicily, during tumultuous social upheavals as their way of life is crumbling around them.
Tom Shankland, who directs four of the eight episodes, had the courage to attempt his own version of what is one of the most popular films in Italian history. The 1963 movie "The Leopard," directed by Luchino Visconti, starring Burt Lancaster, Alain Delon and Claudia Cardinale, won the Palme d'Or in Cannes.
One Italian critic said that it would be the equivalent of a director in the United States taking "Gone with the Wind" and turning it into a series, but Shankland wasn't the least bit intimidated.
He said that he didn't think of anything other than his own passion for the project, which grew out of his love of the book. His father was a university professor of Italian literature in England, and as a child, he loved the book and traveling to Sicily with his family.
The book tells the story of Don Fabrizio Corbera, the Prince of Salina, a tall, handsome, wealthy aristocrat who owns palaces and land across Sicily.
His comfortable world is shaken with the invasion of Sicily in 1860 by Giuseppe Garibaldi, who was to overthrow the Bourbon king in Naples and bring about the Unification of Italy.
The prince's family leads an opulent life in their magnificent palaces with servants and peasants kowtowing to their every need. They spend their time at opulent banquets and lavish balls with their fellow aristocrats.
Shankland has made the series into a visual feast with tables heaped with food, elaborate gardens and sensuous costumes.... Read More