Directed by Alex Feil of Alive & Well, “Passionate Fans,” a :30 for the Honda Pilot out of RPA, opens with Detroit Red Wings captain/defenseman Nicklas Lidström and Anaheim Ducks winger Corey Perry exiting a sports arena following an NHL game. As the duo loads their gear into the trunk of a Honda Pilot, Lidström notes to Perry, “By the way, good game tonight. But next time aim for the net.”
As the men are securing their seatbelts, their attention is suddenly brought to the windshield, where an Anaheim Ducks cap has just fallen. They trade confused looks before a barrage of team hats falls atop the vehicle, spilling onto and around the car; a symbolic “hat trick.” When it seems the hat storm has passed, a final gift of a slimy octopus plops on the windshield and slides down, leaving the pair in further disbelief with Perry exclaiming, “Really?” Throwing eight-armed octopi onto the ice is a Red Wings fan tradition, symbolizing the eight wins it used to take (back in 1952 when the octopus salute began) to win the Stanley Cup. Post-octopus, the spot cuts to a shot of the hat-littered Honda as a voiceover concludes, “They’ve got passionate fans, we’ve got passionate fans.” We then cut to the Honda logo, which flips to the NHL logo accompanied by the voiceover, “Honda. Official vehicle of the NHL.”
MOTHER GETS SHORT WITH EMUSIC Mother NY has created a series of short films called “eMusic Experiments” for eMusic, a music discovery and download destination. The films give viewers better insight into eMusic’s favorite albums and explore the effects of music.
The series kicks off with a film that explores the story behind M83’s critically acclaimed album “Hurry Up, We’re Dreaming.” Lead singer, Anthony Gonzales, says the album was inspired by the vivid dreams of his past, so the film examines how the album affects the sleep patterns of those listening to it.
The next film in the series focuses on dexterous drum-machine artist, AraabMUZIK, a hip-hop musician who slices beats so fast he transcends genres. The campaign is supported by social media marketing, as well as interactive display, Google TV and search advertising. This is part of eMusic’s targeted advertising strategy focused on culturally independent music enthusiasts.
The series will continue in the spring with additional film, digital, editorial as well as live events exploration involving audience participation. To watch these films, visit emusic.com/startexploring
PEOPLE IN THE NEWS… L.A.-based triofilms has added director Arie Posin for spot representation. A graduate of USC’s School of Cinematic Art, Posin has to his credit the short film Over My Dead Body as well as the feature titled The Chumscrubber. The latter, which starred Jamie Bell, Ralph Fiennes, Glenn Close and Rita Wilson, premiered at the 2005 Sundance Film Festival. Posin is currently helming a campaign for a food retail chain with actress Gwyneth Paltrow….Dolby Laboratories has engaged Sid Ganis to support its cinema business and expand relationships with industry creative leaders. Ganis, who most recently served as president of the Academy of Motion Picture Arts and Sciences, will advise sr. management on a variety of initiatives to better serve the creative, production, and exhibition communities. Ganis has held various positions at Sony Pictures Entertainment, including president of worldwide marketing for Columbia TriStar, vice chair of Columbia Pictures, and president of marketing & distribution for Columbia Pictures….
