By MILLIE TAKAKI
Oh, the aggravation and indignities we must put up with in our everyday lives! But before we’re again tempted to jump on the bitch-and-bemoan bandwagon, let’s catch a bit of perspective to realize how in the big picture many of our so-called problems are trivial pursuits at best. That’s the message that rings loud and clear in "Restaurant," a pro bono PSA designed to help drum up financial and community support for The Coalition for The Homeless, a nonprofit organization in New York offering shelter and services to those in need.
Directed by Jeff Gorman of JGF, Hollywood, the :30 opens on a woman rummaging through a garbage dumpster in a back alley. As a jarring yet poignant juxtaposition, we hear the sounds of an elegant restaurant ambiance in the background. While the homeless woman continues to sift through trash, we hear a couple at the restaurant having a conversation; a female voice complains, "Oh, this is terrible." Her male companion asks, "What’s the matter?" "This pasta is overcooked," she replies. "It tastes horrible. I can’t eat this." The man then seeks out help. "Well, send it back…excuse me waiter," he exclaims. "My wife’s dinner is overcooked."
The waiter is most apologetic but the woman persists, "I specifically asked for my pasta al dente. This is…I can’t eat this."
The waiter responds, "I’m very sorry. I’ll send it back and get you another."
The hubby then consoles his wife and goes on a mini-rant. "What do you have to do to get a decent meal in this town?"
The wife then rhetorically asks: "Who would eat that?"
"Unbelievable," says the husband. "Now we’re going to have to wait. My food’s going to get cold."
The accompanying visual is of the homeless woman eating out of an open can of cat food that was discarded in the dumpster. The spot then fades out to a logo for the Homeless Coalition and a phone number.
"Restaurant" was one of five spots in a campaign conceived by copywriter Sean Looney and art director Debbie Adjami-Looney of Looney2, a small New York biz they maintain for some worthwhile side freelance projects. At the time of conceptualizing "Restaurant," Debbie Adjami-Looney was a staff art director at Lowe & Partners/ SMS, New York. She is now freelancing at TBWA/Chiat/ Day, New York. Sean Looney continues as a staff writer at Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York.
The spot was shot by DP Aaron Bowen. Serving as producer for director Gorman was Gayleen Sharon. Editor was Hannah Neufeld of Homestead Editorial, New York. Online editor was Peter Heady of The Tape House Editorial Company, New York. Colorist was John Dimaggio of Nice Shoes, New York. Sound designers were Keith Haluska of bicoastal Elias Associates, and Lance Massey and Joe Barone from McHale Barone, New York. Audio engineer was Doug DiFranco, also of McHale Barone.
"Restaurant" aired sparingly in New York last December during the holidays. It has since run a bit more consistently in February and March ’99. The campaign used real homeless people, some of whom have since gotten back on their feet and become productive members of society.
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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