www.shootonline.com THE LEADING NEWSWEEKLY FOR COMMERCIAL, INTERACTIVE, & BRANDED CONTENT PRODUCTION $5.00 SEPTEMBER 9.2005 This R/GA Eyes Week Commercials Gain Inclusion In Global Ad Biz, California’s. Tax Incentive Bill Opens In U.K. By Carolyn Giardina Anti-runaway Proposal Apportions Separate Funds For Spot Filming; LONDON—R/GA—a New John Smith Scores ACE, York-based advertising agency Emmy Nomination Backers Hope To Have Measure On Governor’s Desk By This Week. handling interactive work for Curious Choice: Visual Efx/ By Robert Goldrich would take effect on January 1, that was going on in the legis- accounts that include Nike, CG Expansion 2006. lature as SHOOT went to press, Circuit City, Intel, Subaru, Editor JD Smyth Decides On SACRAMENTO—Movement is The incentive, should it come key provisions of the measure Johnson & Johnson, and Final Cut afoot in the state legislature on an to fruition in its present form, could change. At last look, Purina—has opened a London VMA Winner Samuel Bayer anti-runaway measure designed would reserve a portion of the the maximum annual amount office, expanding its presence Discusses Latest Clip to encourage production of fea- available tax credits specifical- any company could receive in into Europe. tures, TV programs and commer- ly for commercials. That spot- refundable tax credits for com- Robert Greenberg, R/GA’s cials in California. At press time, friendly provision is generally mercials was $500,000. The tax founder, explained that the move ScreenWork supporters were hoping to gain believed to be a first in anti-run- credits apply to new spot busi- was a direct result of winning Top Spot: Pick Of The Litter passage for the bill by the time away legislation. ness for California, meaning that the Nokia Multimedia account From Dir. Susan Griak the current legislative session is Per the measure—Assembly the qualifying expenditures for business. This account—earned Best Work: Kranky Bear scheduled to adjourn on Sept. 9. Bill (AB) 777—a refundable a production house in 2006 are with fellow Interpublic compa- Turns Out To Be A Pussycat If two-thirds of legislators vote tax credit of 12 percent would those that exceed the amount that nies Lowe & Partners, Draft and Best Work: Dempsey Film in its favor, the refundable tax apply to qualified wages, as well the company spent in California Jack Morton—covers the gamut Group Sticks It To Litter credit incentive would then go as certain production and post during ’05. The tax incentive iWork: Grey Weaves Behind- to Gov. Arnold Schwarzenegger expenditures incurred in the program for commercials is tied The-Scenes Spot Web (R-CA) for his signature. With making of spots in California. to annual spending by a company Subliminal LegalEase the governor’s approval, the bill In the give-and-take wrangling Launch For Inspiration 101: How To Reduce Liability Risks Ad Industry Responds To Katrina Mande, Gould By Robert Goldrich dropped off to a group of elderly By Robert Goldrich Ad Agency Series: LOS ANGELES—As SHOOT people who had been evacuated BURBANK, Calif.—Director/ Creative Teams went to press, needed supplies to a field house on that campus. executive producer Dina for those stricken by Hurricane Also on the itinerary for delivery Mande—who’s helped to devel- Four profiles of the creative Katrina were stacked in the front of essentials was a hospital locat- op the careers of varied up- wunderkinds behind some of Dallas-based CG/animation ed in the coastal town of Slidell, and-coming helmers as found- of the hottest, most effective studio Janimation. Bottled water, which was hit hard by the natural er of the nearly three-year-old work in the biz. dry and canned foods, clothing, disaster. That hospital lost elec- Group101Spots collective—is Border Watch: bedding, batteries, flashlights, trical power and was running on now looking to do the same diapers, baby food, soaps, disin- transported via four large trucks generators only. on a commercial production Scandinavia fectants, garbage bags and other to Louisiana. The running of supplies into house platform via Subliminal, A look at the spotmaking goods—donated by the local The first scheduled stop Louisiana was made possible a Burbank-based shop she has community in Scandinavia film/video industry in the Dallas/ was Louisiana State University by such Dallas-based business- launched with executive produc- Ft. Worth area—were about to be (LSU), where goods were to be spot.com.mentary By Robert Goldrich “truth” Prevails ccording to by 22 percent dur- Legacy to continue running or authors of embarrassing annually, making it the single research pub- ing that time. That anti-smoking ads. Launched documents, the ads do not largest cause of preventable lished in the translates into some in February ’00, “truth” is the vilify them.” death in the U.S. A American March 2005 300,000 fewer youth largest national youth smok- Lamb further noted that the Vermont attorney general Journal of Public smokers in ’02. ing prevention campaign and spots frequently use humor William Sorrell, who is chair Health, the American So we welcomed the only national campaign to engage viewers. “These of the Legacy board of direc- Legacy Foundation’s with great relief last not directed by the tobacco ads clearly use preposterous tors, stated, “We know that national “truth” youth month’s Delaware industry. The campaign expos- situations as an attention-get- ‘truth’ works—now we can smoking prevention Chancery Court rejec- es the tactics of Big Tobacco, ting mechanism to contrast continue to provide a prov- campaign accelerated the tion of a Lorillard Tobacco the truth about addiction, and historical misrepresentations en antidote to the national decline in youth smoking claim that could have jeop- the health effects and social from the tobacco industry tobacco epidemic.” rates between 2000 and ’02. ardized funding for the good consequences of smoking. with current knowledge about Dr. Steven Schroeder, The report titled “Evidence work of the American Legacy In his ruling, Stephen P. the dangers of tobacco prod- former chair of the Legacy of a Dose-Response Foundation. Lamb, vice chancellor of the ucts.” board of directors, said, “The Relationship between ‘truth’ Lorillard contended that Delaware Chancery Court, Big Tobacco is expect- ‘truth’ campaign will one day Anti-smoking Ads and Youth the “truth” fare vilified the said, “None of the ads sub- ed to appeal the decision. go down in the annals of pub- Smoking” found that in the tobacco industry and thus vio- ject the [tobacco industry] However, for the moment, lic health history for saving first two years of the Legacy lated terms of the $206 billion employees to the type of it’s a ruling that not only is millions of young lives from campaign, youths who were settlement tobacco companies contemptuous language con- a victory for free speech but tobacco addiction and prema- exposed to a greater number reached with state attorneys tained in other case law dis- also for human life. Some 80 ture death.” of “truth” ads were less likely general in 1998. Legacy was cussing vilification. These percent of smokers try their to smoke. The campaign— created with funds from that are not scurrilous and vit- first cigarette before the age based on creative from Crispin settlement in ‘99. riolic attacks. There is no of 18, with one-third to one- Porter+Bogusky, Miami, and The court’s decision pro- cruel slander…Although the half going on to become regu- Arnold Worldwide, Boston— tects the foundation’s access employees may be described, lar smokers. Tobacco-related helped accelerate the over- to millions of dollars from the either explicitly or implicitly, disease claims the lives of THE LEADING NEWSWEEKLY all decline in youth smoking historic settlement, enabling as liars, greedy executives, more than 430,000 Americans FOR COMMERCIAL, INTERACTIVE, & BRANDED CONTENT PRODUCTION September 9, 2005 Volume 46 • Number 28 production POV By ML Nelson EDITORIAL Publisher & Editorial Director • Roberta Griefer 203.227.1699 ext 13 • [email protected] Editor • Robert Goldrich 818.884.2440 • [email protected] Tabletop: The Purest Form of Advertising Senior Editor/Creative & Production • Kristin Wilcha 203.227-1699 ext 16 • [email protected] Sr. Editor/Technology & Postproduction • Carolyn Giardina e don’t hear much its heart, tabletop is the purest by such wizards as Elbert different approaches. Still, I get 310.581.5750 • [email protected] about the genre of form of advertising. Budin, Santiago Suarez, Bruce motivated and excited by the fact Reporter/Associate Online Editor • Emily Vines 323.874.4659 • [email protected] tabletop or about Years ago I switched from Nadel, Gary Sato and Peter that tabletop remains a great way Contributors W Christine Champagne, Bill Dunlap, Art Smith, Tom Soter tabletop directors anymore, directing documentaries to Elliot. Remember Budin’s to sell a product. and that’s a shame. Because at shooting tabletop, inspired classic spots for Gerber baby Directors from other genres Production & Circulation • Gerald Giannone 203.227.1699 ext 12 • [email protected] food? How about can talk all day Bruce Nadel’s about creating ADVERTISING gumball spots for thirty seconds of 21 Charles Street #203 • Westport, CT 06880 East/Midwest • Robert Alvarado FLASHBACK Nutrasweet? Gary perfection, but 203.227.1699 ext. 15 • [email protected] Sato’s beer pours tabletop direc- West/Intl. • Roberta Griefer 5 YEARS / 10 YEARS for Budweiser tors really can’t 203.227.1699, ext. 13 • [email protected] and his bouncing have an “off” OFFICES ❑ SEPTEMBER 8, 2000/Ben Davis has been named a pro- vegetables for day. Usually the Main Office • 21 Charles Street #203 • Westport, CT 06880 ducer at the New York office of bicoastal music/sound design Taco Bell? Or product is front 203.227.1699 • Fax: 203.227.2787 house tomandandy.