As the blockbuster film Transformers: Revenge of the Fallen (Dreamworks/Paramount Pictures in association with Hasbro) continues to smash worldwide box office records, movie fans got a robo-kick from a series of hi-octane television commercials from Burger King Corp. cross-promoting the summer blockbuster.
One of the custom spots brought to life by The Institute for the Development of Enhanced Perceptual Awareness (The Institute) aptly featured a rampaging robot, metallic mayhem and million-dollar winnings and was directed by Rob Cohen, best known for his work on XXX and The Fast and the Furious. Michael Bay, co-founder of The Institute and director / producer of the Transformers’ films, also lent his time and talent to the tie-in campaign by directing a robot-laden spot. Both commercials were part of the Burger King Corp. Transform YOUR WAY(TM) promotion which gave restaurant guests a one-in-two chance of winning one of thousands of prizes.
The Institute, started in 2001 by partners Scott Gardenhour and Michael Bay, focuses on commercial advertising, branded entertainment, feature films and content development for the globalized, webbed world. In 2006, it won the coveted Emmy Award in the category of Outstanding Commercial, for Hallmark Hall Of Fame’s long format spot “Required Reading.”
“We have always appreciated the rigors and strategic discipline that brands apply to consumer marketing,” says Gardenhour, The Institute’s CEO. “Working with top brands engaged in campaigns with big summer films has become one of our specialties over the last few years.”
Gardenhour’s credits include executive producing several Hollywood blockbuster films (Pearl Harbor, Armageddon, Jumper) and numerous groundbreaking commercials including the Golden Clio winning “Got Milk” campaign, “Aaron Burr” and “Baby Cat” as well as award winning commercials for Nike, Reebok, Levis and Converse, among others.
Known for its highly innovative yet disciplined filmmakers, The Institute has demonstrated a solid ability to integrate the many interests of clients, agencies, studios and directors.
“As actual filmmakers and commercial producers, the team at the Institute understands that unique relationship between studio, marketing partner and creative agencies working together on movie themed spots,” commented LeeAnne Stables, Executive Vice President of Worldwide Marketing Partnerships at Paramount, who managed the partnership with Burger King Corp. for the studio. “They are simply one of the most talented creative teams we’ve ever worked with.”
Consistently spotting and recruiting talented new directors is integral to The Institute’s philosophy. The most recent additions to its stable are Korean animation director, Wonhee Lee, Steve Carr (Paul Blart Mall Cop), Clio Award winner, Troy Kooper and former Pixar animation director Alex Orelle.
ABOUT THE INSTITUTE
The Institute for the Development of Enhanced Perceptual Awareness is a multi-dimensional media company with the philosophy of brand science meets great storytelling. Based in Venice, CA, The Institute fuses the logistics and production values of feature film and television production with the demands of brand-driven marketing, to create memorable tailor-made campaigns for some of the world’s largest companies.
Founded in 2001 by Co-Founders Scott Gardenhour and Michael Bay, The Institute is dedicated to creating the most innovative media and entertainment, no matter what the length, medium, or format. To do so, they have assembled an inter-disciplinary team of creative thinkers to develop emotionally engaging and entertaining content for TV commercials, the web, film, television, apps, games and beyond. In 2006, The Institute earned the coveted Emmy Award for its groundbreaking long-format commercial “Required Reading” produced for Hallmark and directed by The Institute’s David Harner. In 1992 Gardenhour and Bay received the Palme d’Or Award at the International Advertising Film Festival in Cannes for Budweiser’s “Polar Bears” spot. In 1994 they received two Gold Lion Awards for Miller Lite’s “Big Lawyer Round-Up” & “Full Contact Golf”, and the Gold Clio for Best of Show for the original ‘Got Milk’ Campaign, “Aaron Burr” & “Baby Cat.”
The Institute has also created effective marketing & multi-media productions for Audi, Nike, Hallmark, Burger King, Wal-Mart, Toshiba, Chase Bank, LG, AT&T and many other brand leaders. Additionally, members of The Institute’s creative team have produced and/or directed big screen blockbusters such as “Pearl Harbor,” “Armageddon,” “Coyote Ugly,” “Jumper,” ” Transformers,” and “Transformers: Revenge of the Fallen.” http://www.theinstituteonline.com
ABOUT BURGER KING CORPORATION
The BURGER KING(TM) system operates more than 11,800 restaurants in all 50 states and in 74 countries and U.S. territories worldwide. Approximately 90 percent of BURGER KING(TM) restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. In 2008, Fortune magazine ranked Burger King Corp. among America’s 1,000 largest corporations and Ad Week named it one of the top three industry-changing advertisers within the last three decades. To learn more about Burger King Corp., please visit the company’s Web site at www.bk.com
