Beloved by fans globally, Harry Connick, Jr. has earned a reputation as being a genuinely warm and caring man of the people. He's also premiering the 2nd season of his successful namesake daytime entertainment show today. So how do you tap into that special distinction to retain viewers and drive new tune-in, all while fortifying the show’s overarching message all season long?
For NBCUniversal, it was about tapping 2C Creative to develop a comprehensive season 2 campaign showcasing Harry’s ability to authentically connect with everyday people. 2C’s live-action shoot captured genuine exchanges between Harry and his fans. The perfect backdrop? A remake of Sly and the Family Stone classic hit “Everyday People” for which Harry not only provided vocals, but also played every instrument on the track. This gave 2C great pacing for the launch spot and set the tone for the entire campaign, from launch to episodics and other special as-needed spots.
SPW Credits
Harry
Harry Connick, Jr., Executive Producer Justin Stangel, Executive Producer Eric Stangel, Executive Producer Ann Marie Wilkins, Executive Producer
Chief Creative Officer: Chris Sloan Live-Action Director/Creative Director: Brian Eloe Creative Director: Marni Wagner GM, Senior Director of Operations: Nikki Coloma Lead Editor: Jeff Morelli Editor: Pablo Coig Design Director: Luis Martinez Colorist: Dmitri Zavyazkin Executive Producer, Graphics: Bob Cobb Technical Operations Manager: Ashley Hartford Assistant Editor: Williams Naranjo Assistant Editor: Kelly Lanman
Collaborators
Director of Photography: Kevin Emmons Line Producer: Chris Stoerchle Audio Engineer: Cesar Haliwa
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.
