CLIENT
Strait-Line Intersect Laser Level and Rolling Tape.
PRODUCTION CO.
Twist Canada, Vancouver, B.C.
Rich Michell, director/DP; Jim Geib, executive producer; Jason Hunt, producer; Jared Yeater, production coordinator. Shot on location in Vancouver.
AGENCY
Gotham Incorporated, New York.
Dan Sheehan, creative director; Mathieu Shront, producer; Steve Giraldi, art director; Jonathan Emmerling, copywriter.
EDITORIAL
Red Car, New York.
Charlie Cusumano, editor.
POST
Red Car.
Tom Tortoriello, online editor.
Nice Shoes, New York.
Chris Ryan, colorist.
AUDIO POST
Duotone Audio Group, New York.
Brian Deming, mixer.
MUSIC/SOUND DESIGN
Duotone Audio Group.
Brian Deming, composer/sound designer; Rob Diliddo, composer; Amy Sheldon, executive producer.
THE SPOT
In the :30 "Rolling Tape," a couple working in their home struggles with the measuring tape. "Meet the Strait-Line Rolling Tape," says the narrator. "A revolutionary new electronic tape measure that rolls to measure distances up to three hundred feet … and is smart enough to space up to ten objects." Using the Rolling Tape, the couple is able to put up a wall full of frames and hang curtains with ease. The voiceover points out that they’ll even "have time to take out the trash," as the old measuring tape rolls itself into the dumpster. "Intersect" (:30) features a similar storyline as a man tries to tile his bathroom using a manual level. After the level falls down a few times, the Strait-Line Intersect is introduced as "the only laser that just sticks and automatically levels three laser lines to reveal your starting point—for perfectly square results." Using the Intersect, the man is finally able to put up shelves and some portraits over a staircase, while the old level winds up in the trash.
Spots broke in November.