charlieuniformtango teamed up with TRG on a new campaign for ThermaCare heat wraps. The first spot to break in the campaign, “BringTheHeat Slideshow”, stars actor, comedian, producer, writer and licensed physician Ken Jeong in a lab coat. In the spot, he’s presenting a slide show demonstrating how a regular heating pad ties you down with a cord.
Using ThermaCare heat wraps, you’re free to go about your day’s activities in comfort. Ken Jeong intersperses a few flattering photos of himself into the presentation, feigning surprise as the flirtatious photos appear.
“From the get-go, I knew this was going to be a fun project,” said charlieuniformtango Executive Producer, Mary Alice Butler. “When John McStravick told me I just HAD TO see some raw takes because they were hilarious, we knew it was going to be a memorable project from start to finish!”
SPW Credits
Brand Management Dale Hruby + Monica Little + Peyton Jones
Creative Sue Batterton + Dave Stone + Alexis Bingham
Brand Strategy Corey Green + Arturo Longoria
Digital Strategy Matt Whittaker + Jon Villalobos + Scott Luther + Alexander Ford
Business Affairs Sara Sax + Michael Sonnier
Media + Search Strategy (never used, but provided extensive thought leadership) Kim Moss + Jeff Kempf + Trevor Monteiro + Conor MacDowell
Digital Production (CHL) Brenda Talavera + Meredith Ford + Steven Rice + Joe Jansen
Broadcast Producer Cassie Greenwald
Production – ArtClass Jake Hurwitz – Director Michael Montenegro – Producer Rebecca Niles – Managing Director Kat Garalli – Production Manager Brooke Covington – Rep
Post – Charlie Uniform Tango Mary Alice Butler – Executive Producer John McStravick – Editor Matt Pittman – Editor Assist Joey Waldrip – Color/Online Catherine Thomas – Online Russell Smith – Audio/Mix Gray Wilcox – Motion Design
Music – Storefront Music John "Scrapper" Sneider – Composer / Managing Partner Adam Elk – Composer/Owner Kirsten Messier – Executive Producer
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.
