- Tuesday, Feb. 23, 2016
You can’t believe everything you hear, and in a new spot directed by Jeff Aron Lable of Superlounge, Sears sets out to prove that its selection of Serta mattresses is everything it’s cracked up to be. In the ad, a spokesman sings the store’s praises while hooked up to a “Lie Detector”. For added veracity, another man is hooked up to a machine, enabling him to offer confirmation that the spokesman is telling the truth. The two men sit cross-legged on a mattress, beside which is a woman, on hand to back up the sincerity of the second man’s statement.
“In a perfect world, every spokesperson would be hooked up to a lie detector,” Lable mused. “Our guy’s not annoyed that they’re doing this to him. He gets why they don’t believe him. It’s an awesome deal. Too good to be true. But it’s true.” Of the tone, Lable said, “The idea, messaging and reveal were all tight and dovetailed with each other so closely, the best way to honor the spot was to keep it simple. This isn’t meant to be broad. Definitely not goofy or over-the-top. I’ve never had so much fun during casting."
Superlounge is a boutique LA production company with a roster of award-winning commercial directors that includes Jordan Brady, Daniel Sheppard, Brett Wagner, Jeff Aron Lable, and Barton Landsman.
The company's recent work includes spot projects for Toyota (Saatchi), GMC (DigitasLBi) Ten.Org (Northlich), Ballers starring Dwayne Johnson (Ignition Creative) and United Way starring Keegan-Michael Key (Leo Burnett/Detroit). http://superlounge.tv
Spots Title(s): Lie Detector
First Air Date: February 22, 2016
Production Company/Location: Superlounge / LA
Director: Jeff Aron Lable
DP: Jeff Venditti
EP: Dave Farrell
Producer: Rick Cowan
Editorial Company/Location: The Underground
Editor: John Grosjean
Editorial EP: Chad Cooper
Telecine Company/Location: Cathel
Audio Post: Esther Nevarez
Shoot Location: Chicago