We open outside of a tobacco company with two young adults setting jugs labeled “benzene,” “arsenic” and “cyanide” (among other dangerous chemicals) on a table; all are ingredients found in cigarettes. One teen suggests that “with so many poisons in cigarettes, it’s like these tobacco companies hate us or something.” The other youth shakes his head and responds that it could be something else; it could be that the tobacco companies “love us. It’s just, like… Tough Love.”
At that point the two youths, joined by tough-looking animated cupids, break into a song and dance routine sarcastically extolling the many ways Big Tobacco shows its “Tough Love” to smokers. The two original youths then strip away their clothes to reveal skeleton costumes. Joining in the musical interlude are people in wheelchairs, hooked up to respirators–symbolizing the toll tobacco use takes on people’s health. The song’s lyrics point out that there’s no better way to build character through tough love than to see loved ones die.
“Tough Love”–for which there are :60 and :30 versions–was directed by Tom Kuntz of bicoastal/international MJZ for agencies Arnold, Boston, and Crispin Porter+Bogusky, Miami.
Kate Sutherland produced for MJZ. The DP was Bryan Newman. Choreographer was John Carrafa.
Animation directors were Saul Blinkoff and Elliot Bour of Curious Pictures, New York.
Tom Scherma of bicoastal Cosmo Street edited “Tough Love.”
Flame artist/colorist was Dave Waller of Brickyard VFX, Boston.
Music producer/composer was independent artist David Yazbek. Co-music producers/arrangers were Peter Lurye and Bob Golden.
Ron Cicero and Bo Clancey Launch Production House 34North
Executive producers Ron Cicero and Bo Clancey have teamed to launch 34North. The shop opens with a roster which includes accomplished directors Jan Wentz, Ben Nakamura Whitehouse, David Edwards and Mario Feil, as well as such up-and-coming filmmakers as Glenn Stewart and Chris Fowles. Nakamura Whitehouse, Edwards, Feil and Fowles come over from CoMPANY Films, the production company for which Cicero served as an EP for the past nearly five years. Director Wentz had most recently been with production house Skunk while Stewart now gains his first U.S. representation. EP Clancey was freelance producing prior to the formation of 34North. He and Cicero have known each other for some 25 years, recently reconnecting on a job directed by Fowles. Cicero said that he and Clancey “want to keep a highly focused roster where talent management can be one on one--where we all share in the directors’ success together.” Clancey also brings an agency pedigree to the new venture. “I started at Campbell Ewald in accounts, no less,” said Clancey. “I saw firsthand how much work agencies put in before we even see a script. You have to respect that investment. These agency experiences really shaped my approach to production--it’s about empathy, listening between the lines, and ultimately making the process seamless.” 34North represents a meeting point--both literally and creatively. Named after the latitude of Malibu, Calif., where the idea for the company was born, it also embraces the power of storytelling. “34North118West was the first GPS-enabled narrative,” Cicero explained. “That blend of art and technology, to captivate an audience, mirrors what we do here--create compelling work, with talented people, harnessing state-of-the-art... Read More