By MILLIE TAKAKI
Durham, N.C. ad agency West & Vaughan described the attitude behind its new Biscuitville Restaurants campaign as "South Park meets Ren & Stimpy meets home cooking." Indeed the look and storyline-particularly of the animation spot entitled "Microwave Madness"-are a bit crude. But there’s a strategic method to "Madness" on a couple of fronts.
For one, the mostly black and white animation was intentionally made cheap-looking as an extension of print advertising which positions the chain of Biscuitville’s 43 breakfast/lunch restaurants as being different from their fast food competitors who try to "dazzle" you. Instead Biscuitville simply serves "good Southern fast food, without all the hoopla." There’s no visual sophistication to this animation. A crude, cut paper animated look is achieved by Raleigh, N.C. studio Serious Robots Animation via Alias Wavefront’s Maya software (also used in South Park) running on a Silicon Graphics workstation and then further distressed through Mac AfterEffects.
And the premise is also intentionally a bit rough around the edges. In the "Microwave Madness" :30, the manager at fast food restaurant Circus Burger bosses around his adolescent subordinate. "Put the biscuit blocks in the microwave for two minutes and when it beeps, you take them out. You get it?"
The befuddled, beleaguered employee nods his head and follows the manager’s instructions-except the flunky winds up falling into the microwave and being cooked alongside a bunch of biscuit blocks. The microwave has an X-ray effect on the blocks and the worker. In Ren & Stimpy style, the X-ray jolt reveals bugs and fish bones inside the biscuit blocks. And the worker’s skeleton is also revealed during the zapping process.
"Where is that kid?" asks the boss who’s impatiently awaiting the batch of hot biscuits to sell to his unsuspecting customers. "You want something done, you’ve got to do it yourself," he bemoans, peering into the microwave which presumably houses a disgusting mix. "Funny, that ain’t on our menu," reacts the manager.
A voiceover then takes over, pointing out that "there are no microwaves" at Biscuitville. "Your food is made fresh when you order it."
The Serious Robots team included animation directors Scott Donley and Jim Regan, designer Sally Wimberly and producer Rod Rich.
The creative ensemble at West & Vaughan consisted of chief creative officer Bill West, creative director/agency producer Robert Shaw West, art director Rob Baird and copywriter Francis George.
Ray St. Clair of Videofonics, Raleigh, served as sound designer/audio mixer.
The campaign of three :30s-the others being "Abominable Freezer Man" and "Mr. Scrambled Egg"-is running on spot TV and cable in North Carolina and Virginia.
Director Jack Begert Joins Biscuit For His First Commercial Representation In U.S. & U.K.
Biscuit Filmworks has added filmmaker Jack Begert to its roster in the U.S. and U.K. This marks Begert’s first representation in advertising, building upon his acclaimed work in music video and film. He is best known for his striking aesthetic and surreal use of visual effects, displayed in his feature film debut Little Death, which won the NEXT Innovator Award at the 2024 Sundance Film Festival. The film stars David Schwimmer, Gaby Hoffman, Dominic Fike, and Talia Ryder, and was produced by Darren Aronofsky.
Miami-born and L.A.-based, the USC Film School graduate began his career in VFX and as an editor. Begert has worked with iconic musical artists including Kendrick Lamar, SZA, Flying Lotus, Childish Gambino, and Olivia Rodrigo, and has independently directed international campaigns for brands such as Apple, Converse, New Era, and Reebok.
Shawn Lacy, founding partner of Biscuit Filmworks, said of Begert, “We are such fans of his work--and of him as a creator, thinker, collaborator, and great guy.”
“My creative approach is often about trying to discover something unexpected in the filmmaking process,” said Begert. “Biscuit is a place where I can bring my own perspective to the work and still feel supported. That philosophy is clear from the talent they represent, and I’m excited to join their roster.”
“Jack’s work blew me away the moment I first saw it,” said Rupert Reynolds-Maclean, managing director at Biscuit Filmworks UK. “He is a modern young director who clearly cares deeply about both craft and the necessity for it in his storytelling. Everything always pushes the narrative forward. We’re looking forward to making great work together.”
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