For the third consecutive year, Wieden+Kennedy, Portland, Ore., has won the primetime commercial Emmy Award, the latest coming last night (9/10) for Chrysler’s “Born Of Fire” directed by Samuel Bayer of Serial Pictures and edited by Tommy Harden of Joint Editorial. W+K won the Emmy last year for Old Spice Body Wash’s “The Man Your Man Could Smell Like” directed by Tom Kuntz of MJZ, and in 2009 for Coca-Cola’s “Heist” directed by the Psyop collective from the Psyop studio.
“Born of Fire”–which debuted on this year’s Super Bowl telecast–played as much as an anthem for Detroit as it did for Chyrsler itself. In some respects the sought after economic comeback of the Motor City was intertwined with that of Chrysler as we see gritty urban images–some reflecting hard times–yet still feel an attitude of perseverance and survival in the face of adversity. Also captured are city landmarks, hustle and bustle, a sense of emergence, and a feeling of determination among people in Detroit. We also eventually see Eminem driving a Chyrsler 200, with all the action playing to the strains of his music from 8 Mile.
“What does this city know about luxury, huh? the narrator asks. “What does a town that’s been to hell and back know about the finer things in life? Well, I’ll tell you–more than most. You see, it’s the hottest fires that make the hardest steel. Because when it comes to luxury, it’s as much abuot where it'[s from as who it’s for. Now, we’re from America, but this isn’t New York City or the Windy City or Sin City, and we’re certainly no one’s Emerald City.”
Feedback was overwhelmingly positive about the spot and it’s “Imported from Detroit” mantra/tagline.
Earned media
What’s ironic, noted W+K’s Joe Staples, a creative director (along with Aaron Allen) and writer on “Born Of Fire,” is that the two-minute spot premiered on the Super Bowl, the most expensive media buy, yet at the same time generated even more invaluable earned media.
“YouTube views, social chattter, email–the earned media just exploded. We sure seem a lot smarter in hindsight,” quipped Staples.
Allen and Staples gave the ultimate credit to Chrysler. “Without a trusting and brave client, this wouldn’t have been possible,” affirmed Allen earlier this year in a SHOOT interview. “When you read them a spot, it seemed like they’d look at their arms to see if they had goosebumps. If they did, they gave us the green light. By being brave, Chrysler taught us you can trust your gut even if you can’t necessarily explain why you feel something is the right thing to do and the time is right to do it. I don’t think anyone expected the spot to get the kind of overwhelming positive response it got on the Super Bowl. But we felt we had something special when we were putting it all together.”
“Born Of Fire” topped a 2011 field of spot nominees that also consisted of Nissan LEAF’s “Polar Bear” directed by Daniel Kleinman of Epoch Films and London-based Rattling Snake for TBWAChiatDay, Los Angeles; McDonald’s “Baby” directed by Fredrik Bond of MJZ for TBWAChiatDay, New York; Old Spice Body Wash’s “Questions” directed by MJZ’s Tom Kuntz for Wieden+Kennedy, Portland; American Express’ “Conan-Curtain” directed by Bryan Buckley of Hungry Man for Ogilvy & Mather, New York; and Subaru’s “Baby Driver” directed by Jake Scott of RSA Films for Carmichael Lynch, Minneapolis.
Preliminary tally
The primetime commercial Emmy Award was presented at the Creative Arts ceremony this past weekend. The balance of the 2011 Emmys will be bestowed during the live telecast/ceremony on Suday, Sept. 18.
In the Creative Arts portion of the Emmys, Boardwalk Empire led the way with seven Emmy Awards, followed by Gettysburg and Deadliest Catch with four apiece, and Mildred Pierce, The Kennedys, Freedom Riders, Saturday Night Live and So You Think You Can Dance with three each.
Among the Gettysburg honors for the History channel was the Outstanding Nonfiction Special Emmy. Gettysburg was produced by Ridley and Tony Scott’s Scott Free Produtions in association with Herzog & Company. Gettysburg was directed by Adrian Moat, known for his commercialmaking on both sides of the Atlantic via Scott Free sister shop RSA Films.
Disney Pledges $15 million In L.A. Fire Aid As More Celebs Learn They’ve Lost Their Homes
The Pacific Palisades wildfires torched the home of "This Is Us" star Milo Ventimiglia, perhaps most poignantly destroying the father-to-be's newly installed crib.
CBS cameras caught the actor walking through his charred house for the first time, standing in what was once his kitchen and looking at a neighborhood in ruin. "Your heart just breaks."
He and his pregnant wife, Jarah Mariano, evacuated Tuesday with their dog and they watched on security cameras as the flames ripped through the house, destroying everything, including a new crib.
"There's a kind of shock moment where you're going, 'Oh, this is real. This is happening.' What good is it to continue watching?' And then at a certain point we just turned it off, like 'What good is it to continue watching?'"
Firefighters sought to make gains Friday during a respite in the heavy winds that fanned the flames as numerous groups pledged aid to help victims and rebuild, including a $15 million donation pledge from the Walt Disney Co.
More stars learn their homes are gone
While seeing the remains of his home, Ventimiglia was struck by a connection to his "This Is Us" character, Jack Pearson, who died after inhaling smoke in a house fire. "It's not lost on me life imitating art."
Mandy Moore, who played Ventimiglia's wife on "This Is Us," nearly lost her home in the Eaton fire, which scorched large areas of the Altadena neighborhood. She said Thursday that part of her house is standing but is unlivable, and her husband lost his music studio and all his instruments.
Mel Gibson's home is "completely gone," his publicist Alan Nierob confirmed Friday. The Oscar winner revealed the loss of his home earlier Friday while appearing on Joe Rogan's... Read More