Beacon Street meshes score with Elvis Presley’s "It’s Now Or Never" for Jose Cuervo Tequila, CP+B LA
By A SHOOT Staff Report
Ad agency CP+B LA conceptualized for client Jose Cuervo tequila this two-minute online video—from which a :60 for national TV has been culled—depicting how bar customers choose to spend their last moments when civilization crumbles around them. As the impending doom worsens outside in a most cinematic way, the party crowd brings the "Tomorrow is Overrated" campaign message to life by doubling down on their music, dancing and drinking.
Ringan Ledwidge of Rattling Stick directed "Last Days" which features a man and woman who come together even as the bar is being ripped apart by a tornado and other forces of nature. He selects on the jukebox "It’s Now Or Never" performed by Elvis Presley. A nearby lass is inspired to join the gent to figuratively face the music and literally dance.
"This campaign bluntly points out that whatever awaits us tomorrow might not be that great of a reason to miss out the fun you could be having tonight," said Kevin Jones, chief creative officer, CP+B LA. "And with all the uncertainty there is in the world now, this message seems particularly relevant."
Adam Arkapaw, ACS lensed "Last Days," with visual effects from Electric Theatre Collective (ETC), Santa Monica, Calif.
The CP+B creative ensemble included Jones, creative director Paddy Fraser, associate creative director/art director Jeff Dryer, associate creative director/copywriter Andrew Jasperson, VP/executive integrated producer Aymi Beltramo, integrated producer Jennifer Malki, and music supervisor Andy Hamm.
Beacon Street Studios in Venice, Calif., served as music house, with sound design and audio post by Lime Studios.
Anerew Feltenstein and John Nau were the Beacon Street composers, working with a Presley rendition of "It’s Now or Never."
Mark Meyuhas of Lime was both sound designer and audio post mixer.
Beacon Street
Composers Feltenstein and Nau said that among the prime creative challenges they experienced on the job was seamlessly integrating their version of the song with the original Elvis track, making the actors sound as if they were a part of the song without making it sound like a Broadway show while also synching up the piano part to make it look like the female bar patron was actually playing.
Feltenstein and Nau got their sound to complement "It’s Now Or Never" by paying close attention to the original piano sound, citing director Ledwidge as providing helpful guidance.
CP+B and Ledwidge brought Nau and Feltenstein in before the shoot to help flush out the idea musically. The demo was to be used as a guide on set to sing to. But after the piece was shot, the Beacon Street team went back to redo the music and match the way the piano player moved and performed. Beacon Street also re-recorded all of the actors singing. Both Feltenstein and Nau described the spot as a cool project that they were both psyched to be a part of.
Executive producers for Beacon Street Studios and Lime Studios were, respectively, Adrea Lavezzoli and Susie Boyajan.
“Heretic” and “Maria” Set As Red Carpet Premieres At AFI Fest
The American Film Institute (AFI) has announced that Heretic, the psychological thriller starring Hugh Grant, and Maria, based on the life of opera singer Maria Callas starring Angelina Jolie, will round out the Red Carpet Premieres section at this year’s AFI Fest. The Heretic Gala Screening will take place on Thursday, October 24, and the Maria Gala Screening will be held on Saturday, October 26. The complete Red Carpet Premieres section includes the world premieres of Music By John Williams, Robert Zemeckis’ Here, Wallace & Gromit: Vengeance Most Fowl and Clint Eastwood’s Juror #2. All Red Carpet Premieres will take place at the historic TCL Chinese Theatre. The full lineup for AFI Fest 2024 will be unveiled on October 1.
“At the heart of AFI Fest is an unwavering dedication to celebrating the best in global cinema--together,” said Bob Gazzale, AFI president and CEO. “We look forward to uniting artists and audiences once again to be inspired by the art form in a powerful sense of community.”
Heretic follows two young missionaries (Sophie Thatcher and Chloe East) who are forced to prove their faith when they knock on the wrong door and are greeted by a diabolical Mr. Reed (portrayed by Grant), becoming ensnared in his deadly game of cat-and-mouse. The film is directed by Scott Beck and Bryan Woods and produced by Stacey Sher, Beck, Woods, Julia Glausi and Jeanette Volturno. The film will be released nationwide by A24 on November 8.
Directed by Pablo Larraín, Maria presents a tumultuous and beautiful depiction of one of the world’s most renowned artists and reimagines the legendary soprano in her final days in Paris, as Callas (Jolie)... Read More