A little less than three months ago, below this column was a Production POV piece (SHOOT, 9/9, p. 2) authored by food/tabletop director ML Nelson, principal in Noonday Pictures, Dallas.
Nelson felt compelled to write a column in defense of tabletop as an art form. He observed that, unfortunately, tabletop has become a discipline that’s often overlooked. “We don’t hear much about the genre of tabletop or about tabletop directors anymore, and that’s a shame. Because at its heart, tabletop is the purest form of advertising,” he wrote.
He then went on to explain why he switched his directorial career path from documentaries to shooting tabletop. Nelson said he was inspired by the wizards of the art form, citing the late Elbert Budin, and Bruce Nadel, among others. Sadly, Nadel passed away earlier this month at the age of 60. (See story, p. 1.)
“Remember Budin’s classic spots for Gerber baby food?” wrote Nelson. “How about Bruce Nadel’s gumball spots for Nutrasweet?”
Indeed we do remember. And it’s Nadel’s death that prompted me to look back on that Production POV column of just a few months back. Nelson was just one of many artisans who were influenced and inspired by Nadel.
While he described Budin as “the granddaddy of tabletop,” Nadel himself turned out to be the deserving next of industry kin–through his work he had a positive impact on many people. Nadel is credited with bringing a new aesthetic to a previously under appreciated segment of the advertising industry, helping to elevate the beauty and sensuality of food to an art form.
Nadel directed for assorted clients, including McDonald’s, Sears, The New York Times, Absolut Vodka, Taco Bell and Sony PlayStation. He was honored several times over the years in the tabletop category of the Association of Independent Commercial Producers (AICP) Show–the highest profile spot being Nutrasweet’s “Gumball” for TBWA/Chiat/Day, New York.
But it was for a little known local advertiser that he scored another AICP Show honor–this one in 2001 and which I remember to this day. The concept was simple, the spot’s sudden detour memorable–and it underscored Nadel’s high level of artistry on every project, even what one would assume to be an obscure ad for a local Michigan car dealership, Rogers Pontiac.
There wasn’t a single automobile shown in the spot. Titled “Screwed,” the commercial–via agency The Unger Group, Chicago–depicts various screws being forced into a plank of wood to agonizing effect. A voiceover then asks rhetorically, “How did you feel the last time you bought a car?” We’re then advised to “next time, come to Rogers Pontiac.”
“Screwed” also showcased Nadel’s range. On one hand you have Nadel the technophile who is credited with being the first major tabletopper to experiment in high def. He shot ads for Fuji and Roommates.com in HD, which were then transferred to film in post. Juxtapose this with “Screwed,” a piece that featured no cutting-edge shooting techniques or post effects–just rich, warm lighting and some tightly edited close-ups. At the time, Nadel said he was drawn to the commercial on two levels–a great concept; and the assignment’s simple, back-to-basics style that “sort of got me back to my roots.”
