A new branded content web viral called “Daytona Roadtrip,” edited by Anthony Marinelli of the multi-dimensional creative production/post house ShootersNYC — currently seen on the Pepsi Max website and its Facebook and YouTube pages — teams NASCAR great Jeff Gordon with “Max,” the Pepsi Max truck driver on a series of hilarious vignettes as they drive the Pepsi Max truck to Daytona Beach, Florida, site of the Daytona 500. The nearly 3 minute long piece was created by agency TracyLocke, Wilton, CT, and directed by Matt Pittroff of New York-based production company Twist.
“The chemistry between Jeff and “Max” was very natural,” Marinelli says. “For me editorially this is no different than a traditional ad – my focus was on making it as funny as I could and telling a great story. It was nice to have more than 30 seconds to work with, but the challenge, as with any ad, was finding the best bits, and the perfect timing and pace to make those bits work.”
In the short, which has been seen by nearly 150,000 YouTube visitors so far, begins with mock-spaghetti western-style confrontation between Max and Gordon over who is going to drive the Pepsi Max truck. They compromise with both in the drivers’ seat each with one hand on the wheel. From there we see a series of set-ups each representing another day on the road to Daytona. Some of the scenes include Gordon, in hilarious fashion, revealing he can’t change a tire; a debate over what to name the hula-girl on the dash; and Gordon doing donuts in the parking lot resulting in a clearly shaken Max hyperventilating into a paper bag.
Marinelli noted there were a lot of funny bits that unfortunately didn’t make it into the final piece. “There was a lot of great stuff that we had to leave out because the piece needed to be under 3 minutes long,” Marinelli adds. “But I think the best stuff made it in.”
Jeff Beckerman, ShootersNYC Managing Director/Executive Producer notes that web virals like “Daytona Roadtrip” are more often becoming major parts of agency budgets, as well as a significant part of the Shooters workload. The company has produced recent branded content assignments for clients such as Anthropologie and Boys and Girls Clubs, to name a few.
“More and more agencies are looking at the Internet and social media as almost like a big broadcast network that they can create engaging original content for and drive customer engagement on Facebook, Twitter and YouTube,” Beckerman says. “The trick is to create content consumers want to watch, and with this project Anthony, the agency and the director achieved that.”
Creative Credits
Client: Pepsi Max
Project: “Daytona Roadtrip” web viral
Agency: TracyLocke, Wilton, CT
Production Company: Twist, New York
Director: Matt Pittroff
Editorial/Post: ShootersNYC, New York
Editor: Anthony Marinelli
Executive Producer: Jeff Beckerman
ShootersNYC (www.shootersnyc.com) is the New York division of ShootersINC, a multi-dimensional creative production and post house specializing in editorial, visual effects, graphic design, finishing and audio post for advertising, television, feature film and new media. For more information contact Managing Director, Jeff Beckerman at 212-533-9400 or at jeff@shootersnyc.com.
ShootersTV (www.shooterstv.com) is a division of Shooters Inc., dedicated to creating programming for reality and non-scripted television. ShootersTV is represented by Peleton Entertainment, the New York-based television agency representing leading producers working in reality and documentary. For more information contact Rob Miller at Peleton Entertainment by email at rob@peletontv.com or phone 212-572-9632; or contact Carrie Spott at ShootersTV by email at carrie@shooterstv.com or phone 215-861-0100.
ShootersINC (www.shootersinc.com) is a full service production and post house that blends talent, technology and client service to provide a superior level of quality and creativity. Shooters’ client base consists of ad agencies, production companies, political consultants, PR firms, and corporations. For more information contact Shooters’ Anne-Marie Starker (anne@shootersinc.com) or phone 215.861.0100.
DIVE (www.divevisual.com) is the visual effects, DI and film finishing division of ShootersINC, led by veteran Visual Effects Supervisor Mark O. Forker. As one of the east coast’s premier postproduction facilities for film finishing services, DIVE offers filmmakers the opportunity to complete Visual Effects, Digital Intermediates and Titles by coupling creative continuity with an integrated workflow. For more information, contact DIVE VP Business Development, Bob Lowery (bob@divevisual.com) at 267.514.7700.
Web Resources:
Click here to watch “Daytona Roadtrip”:
http://www.shootersnyc.com/pepsi-max-daytona-road-trip/
http://www.PepsiMAX.com/facebook
http://www.youtube.com/watch?v=trkMYnP67Wo
