Richards/Lerma tapped PrimalScream Music & Sound as part of the key creative team on a the recent campaign for RAM featuring real RAM owners whose trucks are integral to their lives. For PrimalScream Music, which recently launched in Austin, the project provided the opportunity to draw upon impressive talent from the region including musicians Alex Marrero, Michael Ramos and Jake Owen who were recorded in Austin by Nicole Dionne and PrimalScream Music composers Stuart Brawley and Billy West. The music was styled as a pitch perfect match to the real people vignettes directed by Directorz’ Jeff Bednarz.
SPW Credits
Client: RAM Trucks. Advertising Agency: Richards/Lerma; Chief Creative Officer: Stan Richards; Creative Director: Alex Campo; Art Director: Christian Sendra; Copywriter: Alex Campo; Executive Producer: Gabriel Silva; Agency Producer: Gabriel Silva; Director of Broadcast: Greg Gibson. Production Company: Directorz; Director: Jeff Bednarz; Director of Photography: Mark Thomas; Executive Producer: John Gilliland. Music Company: Primal Scream Music; Creative Director: Nicole Dionne. Postproduction Company: 3008 Editorial; Sound Design: Matt Cimino @ 3008 Editorial; Visual Effects: Mark Sullivan @ 3008 Editorial. Telecine: Ntropic; Colorist: Marshall Plante.
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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