By Millie Takaki
LOS ANGELES—While the Summer Olympics proved a resounding success for NBC in terms of viewers and commercial-generated revenue, one advertiser didn’t fare so well in light of a controversy over the content of a spot that ran during the Games. The commercial was "A Boy’s Dream" for the Chevrolet Corvette via Campbell-Ewald, Warren, Mich.
Reaction to the ad from several consumer and safety groups was a prime factor that caused General Motors to pull the ad off the air last week. Indeed, "Dream" turned into a nightmare for GM. While the spot is a visual tour de force—directed by Guy Ritchie via bicoastal Anonymous Content, with computer animation and special effects by Venice, Calif.-based Digital Domain—the storyline and exhilarating automotive performance scenes involving an underage driver raised the ire of such organizations as Consumers Union, the Consumer Federation of America, Advocates for Highway and Auto Safety, and the Center for Auto Safety.
The commercial depicted the sheet-metal fantasy of a boy who is clearly too young to have a driver’s license. We see him putting the high-powered Corvette sports car through its paces, which includes taking the car airborne, all to the tune of the Rolling Stones’ "Jumpin’ Jack Flash."
The ad contained a disclaimer, noting that drivers must have valid licenses and should obey all traffic laws. However, that disclaimer—which also described the action as a dream sequence—didn’t wash with the safety and consumer organizations.
The aforementioned consumer/safety groups wrote a joint letter to GM voicing their objections to "A Boy’s Dream." In that letter—as reported in The Los Angeles Times—the groups described the ad as being "certainly among the most dangerous, anti-safety messages to be aired on national television in recent years."
On the flip side, a couple of industry vets not associated with the spot told SHOOT that "A Boy’s Dream" was clearly just that—a dream—and was being taken too seriously by its detractors. But these particular defenders of the ad requested anonymity, saying they didn’t want to face any repercussions from being on the side of political incorrectness.
Campbell-Ewald declined comment on the matter. Chevrolet spokesperson Noreen Pratscher said that the letter from the advocacy groups, as well as other negative viewer feedback, prompted the decision to take "A Boy’s Dream" off the air. At the same time, she noted that there was also positive feedback from viewers who felt the ad was fun and entertaining. Nonetheless, the prospects aren’t bright for the spot returning to television. "I cannot see us putting it back on air," said Pratscher.
Vellas Joins Anonymous Content Brazil To Develop Content and Advertising Slate
Brazilian director Vellas has joined Anonymous Content Brazil, Anonymous Content’s joint venture with an investment from Creative Artists Agency (CAA). In his new role, Vellas will work closely with the Anonymous Content Brazil team to develop advertising and content projects to bolster their growing content slate.
Vellas continues to be repped by various production companies in different territories, including PRETTYBIRD in the U.S. and U.K. markets.
Barbara Teixeira, CEO and executive producer at Anonymous Content Brazil, said, “Vellas’ arrival reinforces Anonymous’ proposition and the significant movement that the Brazilian operation is making. His creative vision and talent as a director are not limited to advertising, as he has also worked on various content projects. This move is a practical example of our business vision, where great ideas should be executed in their best format, whether it’s a 30-second commercial or a streaming series.”
Renata Dumont, Anonymous Content Brazil’s executive producer, added, “The value proposition of Anonymous Content Brazil is unique because it offers brands and agencies storytelling in any format, whether in advertising or entertainment. It is in the company’s DNA to operate in a structured and complementary way in both scenarios, and its work and awards reinforce this. We see in Vellas exactly the profile of a director with a portfolio and potential for work that shines in both advertising festivals and TV and film awards.”
Vellas said, “I have found at Anonymous not only a place where I will have the freedom to work on projects I truly believe in and identify with, whether in advertising or entertainment, but also the entire structure, international support, and some of... Read More