One at Optimus Director Jimmy Matlosz directed two spots for Chevy highlighting the automotive company’s role as the official vehicle of Major League Baseball. Matlosz, who works extensively with athletes in all realms of the sports world, collaborated with Leo Burnett Detroit to cast real baseball players versus actors to ensure the authenticity of the spots, which will run strategically on networks airing MLB games throughout the 2015 season.
“Slide” focuses on the intense moments in baseball that put fans on the edge of their seats. “Slide” required a player who could slide gracefully on his left hip and do it with a smile.
SPW Credits
CLIENT: ChevroletProduct:Silverado
AGENCY: Leo Burnett Detroit
Chief Creative Officer: Steve Chavez, Executive Creative Director: Steve Silver, Sr Art Director: Steve Kerry, Sr Copywriter: Cameron McIntosh, SVP, Director of Integrated Production: Brian Dooley, Producer: Patrick Witt
PRODUCTION: One at Optimus
Director / DP: Jimmy Matlosz, EP/Managing Director: Lisa Masseur, EP: Sarah Slevin Wien, Line Producer: David Moore
Commercial production company Explore and director Jeremy Pinckert went to a familiar well to pull inspiration for their latest production for Go RVing. "Hotel Hassle" was initially conceived as an audio-only campaign, but Go RVing's SVP/CMO Karen Redfern asked Explore to adapt the script into a new, live-action commercial. The adaptation from audio ads to digital commercial spots involved adding re-written lines and a few iconic scenes from Pinckert’s ideas that provided anchor moments for the ads. In particular, 'Hotel Hassle' features a room key that just won’t open the door. The visual he added (a round sensor on the door where the key unlocks) not only modernized the ad into the age of tap, but also gave the spot a technology vs. human undertone, invoking the AI-character Hal from Stanley Kubrick’s '2001 A Space Odyssey.'
Explore and Pinckert also added a visual hook to the ending of the spot that leaned on his own experiences traveling with his family. He found his hands were always full, clutching a few bags, random loose objects, his phone, and of course, his coffee. In the commercial, there is a moment where all of the frustrations are just too much for the protagonist and he almost curses in front of the family. What if the director added an action where the protagonist accidentally spills their coffee and the camera freezes precisely at this moment?
"Hotel Hassle", part of Go RVing's larger Don't Go There! campaign, is currently being broadcast nationwide via strategic digital channels.
