Register

    “Guy Vs. Cat”

    By SHOOT StaffUpdated:No Comments1518 Views

    By Millie Takaki

    --

    Promoting pet ownership in young adults takes a humorous twist in this :30 for the East Bay, Calif., chapter of the Society for the Prevention of Cruelty to Animals (SPCA).

    We open on a young man and a cat seated on a couch. A close-up shot of the cat is accompanied by the super, "Bathes regularly."

    Then in sharp contrast, a super that simply reads, "Doesn’t," appears next to a close-up of the guy.

    Back to the kitty, with a super offering another feline trait: "Has no secrets."

    The man, however, is a different story, as a super attests: "Secretly prances around in your panties."

    A twoshot is then paired with a super that rhetorically asks, "Want a relationship you can honestly enjoy?" The spot ends with the East Bay SPCA logo and the slogan, "Find a new best friend for life."

    So as not to be a gender- or cat-biased campaign, there’s a second spot in which a woman and a dog are on a couch. A super comes on screen, next to the woman. It reads, "Always asks what you’re thinking."

    A close-up of the dog follows, accompanied by the super, "Can’t talk." Back to the woman, this time the supered observation being, "Has a biological clock." Finally, we return to a close-up of the canine, who, a super points out, "Is spayed."

    This two-spot East Bay SPCA package was directed by the team of John Benson and Ward Evans, a.k.a. John & Ward, via Valiant Pictures, San Francisco, for agency JWT Tonic, San Francisco. Benson and Evans were formerly creatives at FCB San Francisco. Mat Lundberg and Tim Rayel executive produced for Valiant. Line producer was Meredith Preble. The DP was Peter Thomas.

    The creative team at JWT Tonic consisted of creative director/copywriter Toby Barlow, creative director Doug Petterson and copywriter/art director Kelly Niland.

    Connor McDonald and Brian Lagerhausen of FilmCore San Francisco served as offline and online editors, respectively. Jon Ettinger executive produced for FilmCore. Colorist was Stefan Sonnenfeld of Company 3, Santa Monica. Composer was Hector Perez of Hector Perez/Music Orange, Emeryville, Calif.

    Category:The Best Work You May Never See



    Apple and Google Face UK Investigation Into Mobile Browser Dominance

    Saturday, November 23, 2024

    Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.

    The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.

    "This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."

    The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."

    And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.

    Both companies said they will "engage constructively" with the CMA.

    Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.

    Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."

    It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More

    MySHOOT Profiles


    Add A Comment