Trying to garner attention in a Los Angeles marketplace steeped in basketball tradition and teams can be a daunting task for a Division One College program like that at Loyola Marymount University (LMU). But desperate times call for desperate measureSáor at least offbeat creative ones in order to attain a higher creative profile in the city, which the UCLA Bruins and the USC Trojans–as well as two professional teams, the Lakers and the Clippers–call home.
For Marina del Rey, Calif.-based ad agency Ignited Minds, the most compelling, albeit tongue-in-cheek, case for fan loyalty to LMU basketball was that this college team reciprocates. “Static Cling” is one of two spots in a campaign based on that premise.
“Static Cling” opens in a college lecture hall where two female students talk to each other in hushed tones.
“I found a pair of girls’ underwear on the floor next to his bed,” says one girl.
“No way,” says her friend in disbelief.
“After all I’ve done for him–I just don’t understand how this could happen,” continues the first girl.
Overhearing this conversation is a male LMU basketball player–in uniform–who’s seated one row in front of the two women. He turns around to offer them a two-word theory: “Static cling.”
The girls look at each other, not sure what the player (an actual LMU team member, Dustin Brown) means. He explains, “Most guys don’t use dryer sheets. The underwear was probably left behind in one of the dryers and stuck to his clothes.”
Whether this is a thoughtful explanation or a case of a male sticking up for his gender remains to be seen. But the girl who was afraid her boyfriend had been unfaithful clearly appreciates the static cling hypothesis.
“Thanks,” she says. The player extends his arm and the two bump fists as the spot ends with the tagline, “Be There For The LMU Basketball Team and They’ll Be There For You.”
Both :30s in the campaign–the other being “Cottontail”–were directed by Michael Downing of harvest, Santa Monica. These spots were done prior to Downing gaining recognition for his Bud Light “Skydiver” spot which was produced on spec, went on to air during the Super Bowl telecast and was named the number one ad on the Big Game according to USA Today‘s annual Admeter Super Sunday poll.
Bonnie Goldfarb executive produced for harvest with Scott Howard serving as line producer. The DP was John Zilles.
The creative team at Ignited Minds included creative director Ron Gould, associate creative director Mike Wolfsohn, art director Reece Hoverkamp, writer Prentice Howe and producer Liz Corsini.
Editor was Adam Parker of Chrome, Santa Monica. Colorist was Dave Smith of Rushes, Los Angeles.
Audio mixer/sound designer was Zach Fisher of POP Sound, Santa Monica.