"Dancing With The Stars” announces their switch from ABC to Disney+ as their first-ever live series with two new spots produced by Los Angeles-based production company, NuContext.
Handling all aspects of production for the launch campaign in collaboration with the ABC Entertainment Marketing team, NuContext helped channel Disney’s inner magic beginning with the transformation of a family’s living room to an enchanted on-set experience and full-blown dance party, noting “let the magic of dance come alive.” The magic continues throughout the second spot introducing hosts Tyra Banks and Alfonso Ribiero while revealing their all-new cast with the help of Peter Pan’s Tinkerbell. With disco balls turned Mickey heads, the spots build anticipation around the brand-new experience ahead of their September 19th launch.
SPW Credits
Client: ABC | EVP Marketing ABC & General Entertainment – Erin Weir, Executive Director, ABC – Lara Wickes, Director, Production Strategy, ABC – Meg Tyra, Associate Director, ABC – Sandy Christmas, Producer, ABC – Heliya Alam, SVP Creative Marketing – Sohini Sengupta, Vice President Creative Marketing – Steven Mosley, Creative Director – Christina Ramos, Sr. Writer/Producer – Kaci Dimas, Executive Director Branding & Design – Lucas Aragon, Senior Designer/Animator – Monica Chance
Production Company – NuContext Creative Inc | Executive Producer – Angela Guice, Director – Mikael Tyrsen, Producer – Chad Engel, Director of Photography – Joe Labisi, Talent Producers – Michael Rola, Jessie Marcus, AD – Brandeaux Tourville / Jason Lombardo, Production Designer – David Courtemarche, Key Gaffer – Scott Moody, Key Grip – Rick Grover, PMs – Robert Byrd, Kendoysa Pratt, NC Coordinator – Akasha Ross, Coordinator – Alexis Pfeffer, Choreographer – Tessandra Chavez, Host Choreographer Travis Payne
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.
