Mother NY and No6 editor Justin Quagliata team up with Sonic Union, NY mixer/sound designer Paul Weiss to provide a shade of distraction to point out the fact that “We can’t unsee things.” For the new :30 “PDA” for Optimum. The spot features a goofy teenage couple displaying their budding love in a crowded diner, much to the dismay of a nearby onlooker who simply wishes to enjoy his sandwich in peace. The campaign also includes the three additional :30s “Marathon,” which features the fervid race prep of an elderly marathon runner; “Quiet,” which features a man peacefully cutting off neighborhood noises by enjoying his game via headphones; and “Sundays,” which celebrates the peacefulness of a carefree Sunday with the family.
The campaign features dramatic instrumental tracks blended with crisp production audio and sound design to craft a “slice of life” ambiance in these clever vignettes.
CLICK HERE to view the spots.
“PDA” opens in a diner on a high school couple letting their lunch go cold as they intensify their booth smooching session. As they continue to peck at one another’s faces, a voiceover begins, “You can’t unsee things.” We cut to a shot of a man sitting nearby, awkwardly unable to pry his eyes away from the PDA mess before him. We intercut between the budding lovers and the uncomfortable onlooker as the voiceover continues, “Unseen isn’t even a real word. But Optimum Hot Spots are very real.” The man pulls out his laptop in a last-ditch attempt to create distraction, awkwardly looking up one last time as the voiceover finishes, “So you can see whatever you want, and nothing you don’t want.” The spot closes with the super, “We’re your TV, phone and internet company,” followed by the Optimum logo.
Credits
Client: Optimum
Titles: “PDA,” “Marathon,” “Quiet,” “Sundays” 4x :30
Agency: Mother NY
Production Company: Acne
Director: Jesper Hiro
Editorial: No6 Edit
Editor: Justin Quagliata
Telecine: Fergus McCall
Flame: Ed Skupeen, Mike Grosshandler
Music: Michael Coffman
Audio Post: Sonic Union, NY
Mixer/Sound Design: Paul Weiss
About SONIC UNION
Steve Rosen, Michael Marinelli, and Adam Barone got together for some pints in 2007. After way too many of those, they hatched an audacious plan that would eventually give rise to Sonic Union in late 2008 – their 8,000 foot treehouse and audio mix playground overlooking Union Square.
Over a short period, they’ve grown both staff and capabilities to include: music supervision, motion design production, and voiceover/on-camera casting to their established role as the premiere audio boutique in
New York. Award-winning agencies, editorial firms, visual effects studios, and production houses routinely collaborate with Sonic Union for sound and motion expertise.
Swing on by and let’s play.
