Can't is an instigator. It stares us down and says, "Prove me wrong." Until we do the undoable. Conceive the inconceivable. It's remarkable what can't can do. You know what we make. Can't makes us who we are. Learn more about the CLS at https://www.mbusa.com/CLS.
SPW Credits
Campaign: What Makes Us | Spot Titles: “Can’t” | Air Dates: April 4, 2018
Agency: Merkley+Partners
CEO: Alex Gellert, Chief Creative Officer/Partner: Andy Hirsch, Group Creative Director: Drummond Berman, Creative Director: Greg Wells, Director of Broadcast and Integrated Production: Gary Grossman, Assistant Producer: Anthony DelVecchio, Account Director: Francesco Deluca, Account Supervisor: Ethan Nadel, Account Executive: Julia Breckwoldt
Production/Editorial/VFX/Post: The-Artery
Executive Producer: Deborah Sullivan, VFX Producer: Lynzi Grant, Head of Production: Melati Pohan, ECD: Vico Sharabani, Director/Cinematographer: Paul Cameron, Director/VFX Supervisor: Rob Moggach, Editor: Michael Elliot, Assistant Editor: Sarah Germano, Lead CG Artist: Sebastian Bilbao, Lead CG Artist: Lorne Kwechansky, CG Artist: Joe Grundfast, CG Artist: Justin Miller, Modeler: Rowan Simpson, FX Artist: Rafael Santos, FX Artist: Ben Watts, Nuke Artist: Winston Lee, Lead Flame Artist: Asaf Yeger, Flame Assistant : Kaya Ono, Designer: Liron Ashkenazi, Designer/Animator: Lori Hamasaki, Colorist: Stephen Picano
Virtual Reality Software: Nurulize
CEO/Co-Founder: Philip Lunn, Co-Founder: Scott Metzger
Cloud Rendering and Simulation: Gridmarkets
Co-Founder: Mark Ross, Engineer: Adam Ferestad, Engineer: Steve Sanders
ScreenWork Categories:Commercial
Go RVing, Explore Commercial Productions and Director Jeremy Pinckert Don’t Want You to Go There in a Hotel!
"Hotel Hassle" directed by Jeremy Pinckert.
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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