David Butler of www.butlerfilm.com. “>Butler Film doesn’t shy away from controversy. When Washington, DC agency Elevation, Ltd. approached him to direct their new campaign for The Maryland Jockey Club promoting “The Infieldfest” at Preakness, the second jewel of the Triple Crown in horseracing, Butler knew the spots would get lots of attention. Why? Because the spots would introduce a potentially controversial new mascot who was part man and part horse.nn"I knew it would be a polarizing campaign," Butler says. "People would either love it or they would hate it. It was bold, it was crass, it wasn’t PC. But it stood out and it was funny. We knew it had the potential to go viral."nnSo David and the creatives got to work. The result was two spots featuring Kegasus, "the son of Preakesius, God of Thoroughbred racing, and Shelly McDougal, a waitress from Ellicott City." And viral it went. Not only did the campaign receive thousands of views on Youtube and many blog posts, the mainstream media weighed in as well. National Public Radio, The Wall Street Journal, The Washington Post, and many others ran stories covering the controversy. Do the spots encourage partying? (Yes). Do they run counter to the hallowed traditions of The Preakness? (Yes). Is Kegasus loud and brash? (Well yes, he’s a party manimal).nn
nClick here “Kegasus – Lord of the Infieldfest” to see video online.nnButler, whose work for CarMax was featured during last year’s Super Bowl is more philosophical. “90 per cent of all advertising is about trying hard to be as inoffensive as possible. This campaign was made for buzz. It was very freeing.”nnThe traditional television and radio buys integrated seamlessly with non- traditional distribution outlets such as blogs, emails and Youtube. Then there was the mainstream media blitz that followed, adding huge value in free publicity far beyond the media buy. Many people loved the irreverence. "Whether you like it or not, it was smart marketing," says Butler. "The campaign did exactly what it was supposed to do: generate lots of buzz."nnwww.butlerfilm.com. “>Butler Film is based in Annapolis, Maryland. See the campaign and more of David’s work at www.butlerfilm.com.nnCredits: nClient: The Maryland Jockey Club nProduct: The Infieldfest at PreaknessnTitle: Kegasus – Lord of the InfieldfestnAgency: Elevation, Ltd.nProduction Co: www.butlerfilm.com. “>Butler FilmnPost Production: Cerebral LoungeIf you'd like more information, or to schedule an interview with David Butler: Lynda Meier www.butlerfilm.com. ">Butler Film 410.280.1160 Contact Lynda via email
Union’s Tim Thornton-Allan Edits Santa’s ‘Naughty List’ for Toyota
We may not get a second chance to make a first impression, but when the opportunity presents itself to right our wrongs in time for Christmas, we should seize the moment. In a new holiday spot for Toyota, a little boy realizes he is probably on Santa’s “Naughty List” and resolves to do something about it. The spot was created via Conill Advertising, produced by MJZ, directed by Fredrik Bond, and edited by Tim Thornton-Allan of Union Editorial/Los Angeles and Marshall Street Editors/London. Watching a program on his iPad in the back seat of his dad’s Toyota Tundra, our young protagonist receives a warning: “If you’ve been naughty, Santa won’t bring you any presents.” The lad wastes no time: “Papa! Turn back!” he commands. Father and son proceed to make the rounds, stopping at school, the neighbors, and elsewhere around the neighborhood, to set things right and deliver apologies. The boy even goes so far as to make amends with his little sister - returning the head of a favorite doll. The child’s restitution has the desired effect, and on Christmas morning, he receives exactly the gift he’d asked for. Judging by what he does next, he may have his work cut out for him next year, but we can all just take things one “Naughty List” at a time. Read More