This animated spot opens on a hip-looking teenage girl walking along a sidewalk. Suddenly a stretch limousine drives by and from it a pile of cash is thrown. The girl finds herself almost neck deep in money.
A voiceover rudely interrupts this lotto-like fantasy, pointing out, "Sorry, not going to happen."
However, the voiceover offers another way to make some money: "If you’re looking for some quick cash, bring clothes you don’t wear anymore to Plato’s Closet."
A montage of motion graphics and real product shots shows the diverse brand name apparel available at Plato’s Closet, as the voiceover explains that the store buys and sells "gently used teen clothing and accessories."
An end tag carries a supered message, which is also read via voiceover, relating, "You have the clothes. We have the cash. Trade ya."
"Limo" is part of a three-spot campaign in which fashionable teenagers suddenly get a windfall of cash, only to realize that this isn’t likely to happen in real life. Their fallback position: Plato’s Closet, which is being billed as a recycling retail store for teens and young adults. The other two spots are "Nudge" and "Couch."
The commercials were directed by Bruce McFarlan of Reelworks Animation, Minneapolis, for agency Periscope, also in Minneapolis.
Reelworks’ team also included art director Soyeon Kim; animators Morgan Williams, Todd Hemker and Aaron Brudvig; digital ink and paint artist Thom Waters; executive producer Audrey Robinson Favorito; producer Neha Upadhyaya Lang; and editor Morgan Williams.
Periscope’s creative ensemble consisted of art director Anne Taylor, copywriter Nancy Mandela and producer Jennifer Helm.
Online editor was Tom Jacobsen of Pixel Farm, Minneapolis. Audio post mixer/associate creative director/head of production was Jim Weber of music/sound design/audio post shop Hest & Kramer, Minneapolis. Dan Solovitz of Hest & Kramer was composer/arranger/sound designer. Steve Kramer was creative director for Hest & Kramer, with Bob Hest serving as executive producer.
