Director Peter Dietrich of A Common Thread uses humor to get people to think seriously about a scary subject matter in a new campaign for the American Academy of Dermatology and Chicago agency HyConnect. In Lawn¸ a man’s obsession with a brown patch on his lawn serves as a metaphor for the importance of skin cancer detection. “You’d do anything to take care of that spot in your lawn,” cautions the voiceover. “So, why not take care of that spot on your skin?” As the narration provides advice on how to avoid becoming a cancer victim, the man continues his lawn care crusade. Ultimately, he is consigned to sitting and gazing at the spot, waiting for the grass to grow.
SPW Credits
Client: American Academy of Dermatology
Title: Lawn, Time
Agency: HyConnect, Chicago.
Kevin Houlihan, executive creative director; Michael Matykiewicz, associate creative director/copywriter; Colin Quinn, senior art director; Kiki Hayes, producer.
Kevin Houlihan, executive creative director; Michael Matykiewicz, associate creative director/copywriter; Colin Quinn, senior art director; Kiki Hayes, producer.
Production: A Common Thread. Peter Dietrich, director; J.P. McMahon and Tristan Drew, executive producers.
Edit: The Colonie, Chicago.
Tom Pastorelle, editor.
Tom Pastorelle, editor.
VFX: Arsenal FX
Go RVing, Explore Commercial Productions and Director Jeremy Pinckert Don’t Go There In “Hotel Hassle.”
"Hotel Hassle"
Commercial production company Explore and director Jeremy Pinckert went to a familiar well to pull inspiration for their latest production for Go RVing. "Hotel Hassle" was initially conceived as an audio-only campaign, but Go RVing's SVP/CMO Karen Redfern asked Explore to adapt the script into a new, live-action commercial. The adaptation from audio ads to digital commercial spots involved adding re-written lines and a few iconic scenes from Pinckert’s ideas that provided anchor moments for the ads. In particular, 'Hotel Hassle' features a room key that just won’t open the door. The visual he added (a round sensor on the door where the key unlocks) not only modernized the ad into the age of tap, but also gave the spot a technology vs. human undertone, invoking the AI-character Hal from Stanley Kubrick’s '2001 A Space Odyssey.'
Explore and Pinckert also added a visual hook to the ending of the spot that leaned on his own experiences traveling with his family. He found his hands were always full, clutching a few bags, random loose objects, his phone, and of course, his coffee. In the commercial, there is a moment where all of the frustrations are just too much for the protagonist and he almost curses in front of the family. What if the director added an action where the protagonist accidentally spills their coffee and the camera freezes precisely at this moment?
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"Hotel Hassle", part of Go RVing's larger Don't Go There! campaign, is currently being broadcast nationwide via strategic digital channels.
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