SHOOT E.Dition, February 18, 2005, Vol 46, No 5E
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THE BEST WORK YOU MAY NEVER SEE THE LEADING NEWSWEEKLY FOR COMMERCIAL, INTERACTIVE, & BRANDED CONTENT PRODUCTION Click Poster To View Spot > A DCA Business Publication Volume 46 No. 5e, February 18, 2005 www.shootonline.com This AMPAS Honors Week “Dreams” Intact As Sony To Continue Scientific-Tech Work With Y&R On 4th Year Program Achievements By Carolyn Giardina Columns Client Decision To Change Ad Agencies Won’t Impact This Year’s PASADENA, Calif.— The technical Slate Of Short Films By Spot Directors Using 24p HD Cameras community gathered last weekend (Feb. 12) for the Academy of Motion Picture By Robert Goldrich Arts and Sciences’ (AMPAS) annual NEW YORK—Despite the recent parting of ways between (Bond was recently nominated for the coveted DGA Award Scientific and Technical Awards, a black Sony Electronics and Young & Rubicam (Y&R), New for best commercial director of 2004. Noam Murro of Biscuit tie gala at the Ritz-Carlton Huntington York—with the account rumored at press time to be heading Filmworks wound up winning the DGA honor on January Hotel in Pasadena. Here, high honors ScreenWork to Fallon Worldwide, Minneapolis—the 2005 “Dreams” 29—SHOOT’s e.dition, 2/4, p. 1.) went to such advancements as camera project is proceeding as originally scheduled. According to a The ’05 lineup of “Dreams” directors consists of: Dylan; crane systems and motion capture Sony Electronics’ spokesperson, the company’s Broadcast and Samuel Bayer of bicoastal RSA USA; James Gartner of Santa technology. Production Systems Division will continue to work with Y&R Monica-based GARTNER; Alison Maclean of Park Pictures, Actress Scarlett Johansson did a on the fourth annual “Dreams” program, which turns noted spot New York; Doug Nichol of bicoastal/international Partizan; fine job as celebrity presenter, which directors loose to reflect their creative vision in shorts lensed Hank Perlman of bicoastal/international Hungry Man; Jeffery included the reading of complex with Sony 24p HD cameras. Plansker of Supply & Demand, New York; Baker Smith of Several of the “Dreams” shorts have already been wrapped, Santa Monica-based harvest; Charles Stone III of Brown Bag with others in various stages. For example, director Jesse Films, New York; and the StyleWar collective, represented by DP Delbonnel Wins Dylan of Los Angeles-based Form has completed his short. bicoastal Smuggler. Dylan succeeded Fredrik Bond of bicoastal/international MJZ This year’s series of “Dreams” shorts is slated to debut Coveted ASC Award who had to pull out of “Dreams” due to a scheduling conflict. By Carolyn Giardina HOLLYWOOD — Bruno Delbonnel, AFC took top honors in the feature film Creative Client Super Bowl XXXIX Ad Feedback: Part II competition of the American Society of Josh Rogers Cinematographers (ASC) Outstanding Services A SHOOT Staff Report compare them, but I can’t imagine this Copywriter year’s were better. Achievement Awards last week on the A Very Long Engagement JACKSONVILLE, Fla. — Continuing Powell, New York Thank you, Don Cheadle, or whoever strength of , our two-part look at agency artisans’ Overall, everyone and everything writes his NFL playoffs ads. This one’s which was directed by Jean-Pierre Jeunet. assessments of this year’s crop of Super underachieved. I didn’t expect anything not as good as, say, “Five Seconds,” but It was the first ASC Award for Delbonnel Bowl ads, the theme of creatives playing “good,” in terms of brand building, but he can still make you imagine the world and his second ASC nomination. He Amelie Classified safety first due to the Janet Jackson we didn’t get any real entertainment in a simple moment. [The ad was done was first nominated in 2002 for , Section carryover factor from the ’04 halftime either. client-direct for the NFL, and directed by another collaboration with Jeunet. (After show was prevalent. Here’s some select Frankly, last year’s were so Cheadle through NFL Films, Mt. Laurel, a four-year hiatus from spots, feature feedback: forgettable too, it’s almost impossible to 1 Spot.com.mentary By Robert Goldrich telecast and then upping the ante, “What happens here stays here.” reportedly trying to get FOX affiliates The Super Bowl is reportedly the “Punch Drunk” and owned-and-operated stations not to most heavily wagered upon sporting event n this week’s e.dition, SHOOT wraps directed by Bryan Buckley applies to what happened to the ad. It was make airtime available during the Big in the world. Suffice it to say that a decent its two-part coverage of ad agency of bicoastal/international left behind and didn’t get to move on to its Game or in pre- or post-game coverage. amount of interest in the NFL is based on feedback assessing the creativity—or Hungry Man for R&R intended destination: the Super Bowl. The But the individual market strategy worked betting, such as that which takes place in I once more for R&R, which saw “Punch office pools. The weekly injury reports lack thereof—contained in this year’s Super Partners, Las Vegas. NFL—not ABC-TV, which had the Big Bowl spot crop. Ironically, advertising that This included the clever Game that year—turned thumbs-down Drunk”—directed by Jim Jenkins of released by the NFL and point spreads help would have upgraded the field has had “Mistress of Disguise,” on the commercial for the Super Bowl Hungry Man—air in New York, Los to fuel interest and influence the betting to stay on the sidelines in recent years— which opened on a hot- telecast. A spokesman for the NFL stated Angeles, San Francisco, Chicago, Dallas, decisions made by professional and non- namely the continuing “What Happens to-trot woman getting into the back of a at the time, “The league office decided Boston and Philadelphia, similar to the pro bettors. Still the NFL wants to distance Here Stays Here” campaign from the Las stretch limousine for a ride to the airport. that the commercial was not in our best Super Bowl buy the agency executed in ‘ itself from gambling, having maintained a Vegas Convention and Visitors Authority. Even the street-smart chauffeur raises his interest.” 04 with CBS. longstanding policy against ads that make In 2003, the campaign debuted, eyebrow in reaction to the images in his In ’04, R&R came out with “Big The gritty “Punch Drunk” shows a reference to or mention of sports betting. rearview mirror and the sounds emanating Game,” which combined an exterior shot of prizefighter in the locker room after a bout But in the case of the “What happens here from the backseat. The limo partition is the Vegas strip complemented by supered that has left him bloodied and disoriented. stays here” spots, there is no such mention. then raised, leaving her backseat exploits copy promoting the town as an exciting His trainer makes his way through a crowd Apparently in this case the identity of the to our imaginations. place to join with other fans to catch not to see his boxer and check out his condition. advertiser is enough to prompt a ban from THE LEADING NEWSWEEKLY FOR COMMERCIAL, INTERACTIVE, & BRANDED CONTENT Upon arrival at the airport, the driver only the Super Bowl but also other events The trainer holds up two fingers and asks the NFL, a policy which is ill advised, if PRODUCTION opens the limo door for his passenger. She year-round. Again, the NFL denied “Big the fighter to tell him how many fingers not hypocritical. February 18, 2005 Volume 46 • Number 5e has changed into a conservative business Game” inclusion in the Big Game telecast. he sees. The response: “Four.” The boxer While gambling is a big part of goes on to admit he doesn’t know what city Vegas, the R&R campaign is designed to EDITORIAL suit and is on her cell phone, talking with But R&R did an end-run and bought time a proper British accent. The now familiar in major local markets on CBS stations for he’s in and he doesn’t remember what he promote tourism. Vegas survives off of Publisher & Editorial Director • Roberta Griefer did last night. The trainer then asks, “Do tourism, right down to the cab drivers and 203.227.1699 ext 13 • [email protected] tagline appears—“What happens here, Super Sunday exposure. Editor • Robert Goldrich stays here”—underscoring that you can This year, R&R came back with you remember what I did last night?” The hotel industry workers. With state budgets 818.884.2440 • [email protected] live out your fantasies in Vegas and then “Punch Drunk,” and its “What happens fighter says no, eliciting a smile from the facing huge deficits, tourism has arguably Senior Editor/Creative & Production • Kristin Wilcha leave them before returning to your normal here stays here” theme. Unfortunately, the trainer, who proclaims his guy is alright, become more critical to the economy than 203.227.1699 ext 16 • [email protected] daily life. déjà vu also included the NFL blocking not to worry. The parting shot is the supered ever. Indeed the R&R message is deserving Sr. Editor/Technology & Postproduction • Carolyn Giardina message against a black background, of the advertising industry’s biggest stage. 310.581.5750 • [email protected] Unfortunately the catch-line also the ad from being on the Super Bowl Reporter/Associate Online Editor • Emily Vines 323.874.4659 • [email protected] Contributors Meet The Professor Fred Cisterna, Tom Soter, Christine Champagne By Emily Vines Production & Circulation • Gerald Giannone 203.227.1699 • [email protected] OFFICES Editor Sloane Klevin Does Double Duty In New York Main Office • 21 Charles Street #203 • Westport, CT 06880 ditor Sloane Klevin’s desire to teach has has been with since August ’02.