PLAY, a television marketing boutique specializing in the HD TV promos, TV trailers, launch campaigns, and sizzle reels, has provided editorial services for a newly launched, national consumer TV campaign promoting the new “Valet” wireless router product from Cisco Systems. The announcement was made today by Michael Victor, founder, PLAY.
For the Valet 2010 campaign, PLAY provided full editorial services, as well as visual effects, and delivered the spots in HD. PLAY editor Tony McGrath, known for his high profile TV spots for Toyota RAV4, edited the “Valet” campaign. Regarding McGrath’s work, Victor said, “Working with Tony is a pleasure, he’s a true pro. Since the actual live action footage for each :15 spot was less than nine seconds, Tony had a very short amount of time in which to tell each story. Ultimately, his careful eye succeeded brilliantly.”
The new “Valet” campaign juxtaposes an incredible, spontaneous event with the equally incredible ease of use and deep functionality the “Valet” product offers. This ease-of-setup feature is a critical element of both the product and the campaign. “Valet” is “Home Wireless Made Easy”—quite simply, it just works, and everyone can do it.
The TV spots, like the product itself, change the game for home wireless. “Valet” is home wireless made simple, and the TV spots reflect this: they are fun, approachable, and the first of their kind—bringing a new voice to the category. Among the notables appearing in the new Valet TV spots are Tony Hawk and Carmelo Anthony (Denver Nuggets).
ABOUT PLAY
Originally launched in 2005 as Play Editorial by marketing specialist Michael Victor, PLAY is a full-service television marketing boutique specializing in the creation and production of TV promos, TV trailers, launch campaigns, and sizzle reels, for the entertainment, media and broadcasting industries. Among the company’s clients are E! Entertainment Television, Warner Bros. Television, SyFy, FX, ABC, FEARnet, USA Network’s emerging “Sleuth” network, and many others.
In Summer 2010, PLAY restructured into four operating units. These units are Play/Creative (offering clients brand strategy, messaging, and script writing
services), Play/Editorial (providing clients with HD and SD editorial services via Avid HD and Final Cut Pro HD systems, color correction, and online editorial), Play/Motion (designing original motion graphics and visual effects), and Play/Sound (full audio mixing, editorial, and layback capabilities).
Play is located at 6464 Sunset Blvd., Suite # 605, Hollywood, CA, 90028. The phone is 323/469-3500, and the web is www.playeditorial.com.
