The worldwide Web is also the “world-wild” Web with a no-holds-barred credo translating into exposure for certain spots that couldn’t get past television censors. In fact it’s safe to say that two of the three commercials in a FullTiltPoker.com campaign wouldn’t gain clearance for air on traditional TV.
But with the creative freedom afforded by Internet-only play, all three ads–directed by Steve Eshelman of Crossroads Films, bicoastal, Chicago and London, for U.K. agency Clemmow Hornby Inge–are thriving on the Web, using humor, some a bit risqué and sophomoric, to connect with audiences.
The tamest of the three opens with a slice of family life as parents and their young daughter are seated on a couch, watching TV together. The doorbell rings. The teenage girl starts to get up to answer–but the dad stops her and heads for the door. The action freeze frames for a moment to identify the father, Erik Seidel, via a super. The spot then resumes to find him at the door, which he opens to reveal the visitor–an older teen to punker-type with multiple facial and body piercings. The visitor’s motorcycle is parked in the background.
“Hey man–your daughter Amy in?”
“I haven’t got a daughter,” bluffs Seidel.
Undaunted, the punker asks, “How about your wife?”
“Single,” responds the dad in a matter-of-fact manner.
Still undeterred, the chopper-driving dude asks, “You busy?”
“Very,” replies the father.
Seidel is then identified as “One of the best poker faces in the world.”
Indeed his deadpan lying is evidence that in the poker world he is the consummate bluffer. A voiceover and accompanying text on screen then relate, “Some of the best poker professionals in the world play on FullTiltPoker.com. Learn, chat and play with the pros.”
Titled “Erik,” this spot could likely pass censor muster. However, it’s companion :30s, “John” and “Phil,” would not. The latter shows poker pro Phil Ivey return home to find his wife in bed with another man. She is clearly enjoying herself. However the entire time Phil maintains a poker face. His facial expression doesn’t even change when another man enters the bedroom and tells him, “Hey buddy, back of the line.”
Indeed Phil Ivey is one of the great poker faces in the world–and he’s a pro on FullTiltPoker.com.
As for “John,” we find renowned poker player John Juanda trapped in a small elevator with two men who are in the foreground. Unfortunately for Juanda, his elevator companions decide to engage in a farting contest. All the while Juanda keeps his stoic, perhaps breath-holding, poker face.
The core team at Clemmow Hornby Inge consists of creatives Paul Belord and Nigel Roberts, and producer Enca Kaul.
Carole Hughes executive produced for Crossroads, with Meg Matthews serving as producer. The spots were shot on location in Los Angeles by DP Ted Chu.
Editor was Rachel Spann of The Quarry, London. Colorist was Paul Harrison of The Mill, London, Rich Betts and Leon Woods of The Mill were Flame artists, with Ben Hampshire in the role of post producer.
Composers were Ben Lord and Robin Datta of Music Productions, London.
Directors Amy+Pilar and Jose Antonio Prat Join Reform School
Boutique content production company Reform has added comedy directing duo Amy+Pilar (Amy York Rubin and Pilar Boehm) and award-winning multicultural director Jose Antonio Prat to its roster for U.S. representation spanning commercials and branded entertainment.
Partners in both life and art, Amy+Pilar are know for their sharp wit and comedic timing. Their synchronicity is evident in a body of work across TV, film and commercials. Prior to joining Reform School, Amy+Pilar had been repped in the ad market by production company Knucklehead.
Amy has directed high-profile comedy sketches featuring stars like Amy Schumer, Kate McKinnon, and Sarah Silverman. On the episodic front, Amy has helmed for series such as Fresh Off the Boat, Casual, Superstore and Angie Tribeca--as well as the pilot for the hit Netflix comedy Dead to Me.
Before joining forces with Amy behind the camera, Pilar was a psychotherapist, a background that informs her ability to create fascinating characters and stage irresistible, nuanced performances. Amy and Pilar’s shared passion for comedy brought them together. Their collaboration began with a Synchrony Bank campaign, starring cult-comedy favorite Maribeth Monroe (Workaholics), and they went on to direct the pilot of the Hulu series Love, Victor. Amy+Pilar’s ad fare also includes spots for Uber’s “Go-Get” campaign and “Shift,” starring Martin Starr.
“We have been fans of Amy and Pilar for a long time,” said Ryan Ennis, executive director at Reform School. “They excel at capturing comedic performances and dialogue. Coming from the TV and L.A. comedy scenes, they’ve built a strong following and collaborated with some of our favorite funny people.... Read More