We open in the hold of a cavernous futuristic spacecraft as alien creatures usher in a mysterious piece of cargo, presenting their spoils to a Centurion-like alien warlord. In subtitled alien language, one of them explains: “There is a place on Earth, cherished by billions.”
The creature continues, “Inside we found this,” opening the item to reveal a large McDonald’s soft-drink fountain machine. The leader reacts in awe. One of the minions hands him a McDonald’s cup and he steps forward to fill it with Dr. Pepper. As he takes a long satisfied sip, layers of his face peel away and his countenance changes to a broad smile, kicking off a celebration among the legions of aliens.
Abruptly, we cut back to a McDonald’s on Planet Earth where we see a stunned employee looking at the remnants of a torn-out soda fountain as voiceover calls out the promotional copy: “Come get a one dollar any-sized fountain drink at McDonald’s… While you still can.”
Fred Raimondi of BRW USA directed for agency Moroch USA. Visual effects house was The Mission.
AICP’s Matt Miller Looks To Build Support For Production In L.A. After Devastating Wildfires
Editor’s note: AICP president and CEO Matt Miller issued the following statement addressing the wildfires in Los Angeles and how the industry can help this key production market--a hub of major resources essential to the health of the overall commercialmaking industry:
Who Needs Los Angeles? We Do.
By Matt Miller, AICP president and CEO
One doesn’t have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent.
But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather.
The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the L.A. area for other opportunities, unless there are enough job opportunities to sustain a solid living.
Now is the time when we ALL must support and bolster this community.
Production is needed in L.A., now!
Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the... Read More