Partner and editor Bob Ackerman of The Colonie has had a busy month that included finishing the Levi’s Dockers spot Phone Booth with DraftFCB San Francisco. Phone Booth features various phone booths around the world that have long since been abandoned. This spot is set to be released in cinemas throughout Europe.
SPW Credits
Title: Phone Booth; Client: Levi’s Dockers; Agency: DraftFCB San Francisco. Chris Ford, Chief Creative Officer; Julie Scelzo and John Kovacevich, Group Creative Directors; Julie Scelzo, Art Director; Desmond LaVelle and John Kovacevich, Copywriters; Jon Drawbaugh, Head of Production; Monica Wilkens, Producer. Production: Caviar Content. Bram Coppens, Director; Francois Starr, Directors of Photography; Eric Brown, Producer; Dustin Highbridge, Production Designer. Editorial: The Colonie. Bob Ackerman, Editor; Brian Salazar, Assistant Editor; Tom Dernulc, VFX/Finish. Color: Filmworkers, Chicago. Fred Keller, Colorist. Audio: One Union Recording. Eben Carr, Mixer. Music: Elias Arts
Go RVing, Explore Commercial Productions and Director Jeremy Pinckert Don’t Go There In “Hotel Hassle.”
"Hotel Hassle"
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?
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"Hotel Hassle", part of Go RVing's larger Don't Go There! campaign, is currently being broadcast nationwide via strategic digital channels.
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