www.shootonline.com Joe Pytka Hits Grupo Gallegos Sweet “Spot” For Attains Budweiser And Immortality For DDB Chicago Energizer page 14 page 15 THE LEADING PUBLICATION FOR COMMERCIAL, INTERACTIVE, & BRANDED CONTENT PRODUCTION February 23, 2007 $5.00 Paying Homage To The Saatchi Late Walter Tannenbaum A remembrance of the venerable head Goes Long of production at Ted Bates “back in the day” underscores not only the Changing For Toyota man’s work but also his contributions By Robert Goldrich to industry lore. The way Tannen- DAYTONA BEACH, Fla.—Saatchi & baum led his life demonstrates the Saatchi LA, Torrance, Calif., has hit value of maintaining a positive out- the fast track when it comes to long- look as well as a genuine love for the Channels form content, turning out a pair of business and its people. ambitious hour-long documentaries See page 4 Media Shift Translates Into New Production for client Toyota, including the high- profile Chasing Sunday, The Race To Serial Dreamer Links Cup, which premiered on the FOX With Reactor Films As Reflected In Bud.TV, Other Outlets network this past Sunday (2/18) just Director Erick Ifergan enters his bou- prior to the pre-race show for the tique house into a deal with Reactor By Robert Goldrich Daytona 500, an event regarded as for U.S. spot production and represen- the Super Bowl of stock car racing. tation. Reactor fortities its directorial LOS ANGELES- “This is good news for your [SHOOT’s] reader- The Daytona 500 marked Toyota’s roster with Ifergan and director Da- ship—the amount of production should increase,” said John Nextel Cup stock racing debut. vid Preizler while Serial Dreamer taps King who recently returned to Fallon Minneapolis to run The long-form initiative for Toyota into veteran exec producer/Reactor its Connection Planning department. underscores the evolving content/me- owner Michael Romersa for sales and The catalyst for a significant production up- dia space, which agencies and clients commercialmaking support. swing is the changing media landscape. have to navigate in order to reach See page 4 “The ratio of money spent for production desired audience. However Chasing Tom Ohanian Visits as compared to placement is shifting,” Sunday breaks what’s been fash- observed King. “With new ways of dis- ioned thus far of the branded content SHOOT’s Chat Room tribution [e.g., online entertainment, mold in that it’s a documentary that The filmmaker, editor and designer cell phone/hand-held devices, as shows Toyota’s entry into the NAS- who’s best known as the co-inventor opposed to just buying primetime CAR Nextel Cup circuit, warts and of the Avid Media Composer, which broadcast time], there’s a need to all. And in this case the documentary revolutionized editing, discusses put money towards making dif- carries historical significance in that it his role as VP of product develop- ferent forms of content instead chronicles the first major non domes- ment at digital media distribution of getting it placed. There are tic automotive entry into the NAS- management tools company Signi- multiple audiences and you CAR stock car racing fray in nearly 50 ant, the industry’s future and the need more at-bats to reach years—with some NASCAR followers importance of training programs to them.” objecting to the inclusion of a foreign support new products. At the same time, King cau- car manufacturer. See page 12 tioned that commercial pro- Indeed Toyota’s participation in the duction houses “have to learn Nextel Cup derby has been a preva- Putting Producers In A Continued on page 13 lent topic in the NASCAR commu- photo credit: bldhs050225mehul(RF) Continued on page 7 New York State of Mind Newly enacted spot incentives look to “Dragon” Slays Competition For Annie Award spark business in the GLENDALE, Calif.—For the third Acme Filmworks, Hollywood, this mund Krumme of Acme Filmworks Seamus Walsh and Mark Caballero Big Apple. consecutive year, a United Airlines year the winning entry, “Dragon,” for Young & Rubicam, Chicago; of ka-chew!, Hollywood, for agency See page 10 spot from Fallon, Minneapolis, topped was helmed by Jamie Caliri of DUCK ESPN’s “Believe” directed by Mark Maris, West & Baker, Jackson, Miss. the commercials category at the An- Studios, Los Angeles. Gustafson of Portland, Ore.-based A stop-motion :60 that debuted in nie Awards competition, which rec- “Dragon” was honored at a gala Laika/house for Wieden+Kennedy, select markets during the ‘06 Super ognizes outstanding achievement in Annie Awards ceremony held earlier New York; the St. Louis Zoo’s “Gi- Bowl telecast and shortly thereafter animation. But unlike the past two this month at the Alex Theatre in raffe” helmed by Miles Flanagan of went national on the Winter Olym- years when the United spots—”Mr. Glendale. “Dragon” topped a field of Z Animation, Eagle Rock, Calif., for pics, “Dragon” centers on the close- Pants” in 2006, and “Interview” in nominated spots at the 34th annual Advertising Savants, St. Louis; and knit relationship between a father and ‘05—were directed by the team of Annies that consisted of: Hilton’s The Partnership for a Healthy Missis- son—one that continues, in a different Wendy Tilby and Amanda Forbis of “Dancing Couple” directed by Rai- sippi’s “Candy Factory” directed by Continued on page 7 MUSIC SOUND AUDIO IDENTITY MUSIC SUPERVISION FILM/CINEMA LATINO COMING SOON :: ELIAS ARTS MUSIC LIBRARY :: OUR DEEPEST TRACKS AVAILABLE FOR THE FIRST TIME EVER! For info call Scott Cymbala at 310-555-2456 www.eliasarts.com www.avenidaacceso.com Perspectives spot.com.mentary By Robert Goldrich THE LEADING PUBLICATION FOR COMMERCIAL, INTERACTIVE, & BRANDED CONTENT PRODUCTION Post Game February 23, 2007 Volume 48 • Number 4 In this politically test did. I thought “Mechanics” was get through so many approval pro- Chevrolet or the NFL were probably www.SHOOTonline.com correct era—or er- in the upper echelon of what was by cesses and make it on air....That was disappointed with what was ultimate- EDITORIAL Publisher & Editorial Director ror, which might most accounts a rather lackluster crop the biggest debacle I saw through ly chosen. And now those people are Roberta Griefer 203.227.1699 ext 13 [email protected] be a more apt description—some Su- of Super Bowl ads this year. the whole game.” probably less likely to be consumers per Bowl work didn’t make the cut. But I was stunned to see the GM So from a marketing perspective, of the brand than if they never partici- Editor Robert Goldrich Snickers’ “Mechanics,” in which two spot. Given the massive layoffs at that spot was off base. And so to an pated in a commercial contest.” 323.960.8035 [email protected] men meet in the middle of a Snick- the company and its well chronicled extent was the consumer-generated Still there was inspiration to be Sr. Editor/Technology & Postproduction Carolyn Giardina ers bar and end up kissing, got pulled financial problems, the notion of content experiment. found on Super Sunday. 323.960.8035 [email protected] after objections from GLADD and showing a worker—albeit a robot— Wolfsohn related, “It’s kind of “What’s funny,” observed Associate Editor others who felt that the Nicole Rivard 203.227.1699 ext. 16 [email protected] ad was homophobic. “What’s funny is some of the best ‘Super Bowl’ advertising I saw was Meanwhile the GM Associate Editor actually on another channel, Animal Planet [with its Puppy Bowl].” Ken Liebeskind commercial in which a 203.227.1699 ext. 17 [email protected] robot becomes despondent after be- getting pink-slipped would seem like one of my philosophies in run- Wolfsohn, “is some of the best Contributor ing fired from a factory assembly line among the last storylines that GM ning a creative department—in a lot ‘Super Bowl’ advertising I saw was Christine Champagne will be revised. In the original spot, should embrace. of different shops, they put three, actually on another channel, Ani- ADVERTISING East/Midwest/Canada the robot commits suicide by jump- Mike Wolfsohn, one of several cre- four or five teams on an assignment. mal Planet, which does The Puppy Robert Alvarado ing off a bridge—only for viewers to ative directors SHOOT canvassed for That guarantees that one team will Bowl, three hours of puppies play- 203.227.1699 ext. 15 [email protected] find out that it was all a bad dream. feedback on the Super Bowl commer- be happy and the others will be dis- ing on a small football field, with International Roberta Griefer But a suicide prevention organization cials, concurred. appointed at the outcome. a kitty halftime show. Between 203.227.1699 ext. 13 [email protected] criticized the ad, prompting GM to an- Wolfsohn, who is VP/creative di- “Similarly while the intention of quarters, a Bissell vacuum comes West Coast nounce it would make changes to the rector at Ignited Minds, Marina del consumer-generated content was to in and cleans up, taking care of the Carl Gilliard 818.763.2678 [email protected] commercial before it airs again. Rey, Calif., observed, “It just blew get tens of thousands of consumers in- furry mess. It integrates the vacuum Personally I didn’t take offense to my mind that anything having to do teracting with the brand leading up to product category beautifully with Advertising Production Gerald Giannone either commercial—at least not in the with employment at GM, particular- the Super Bowl, all those people who the game. It’s a really smart, solid 203.227.1699 ext. 12 [email protected] same way that those reacting in pro- ly in a negative connotation, could contributed to ideas for Doritos or marketing idea.” Classified 203.227.1699 ext.