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July 2004

DOUG WERBY PROUDLY WEARS BAGGY PANTS, BUT USES BELT

We all know it is a good idea to wear seat belts, and yet some people still insist on going without, risking fines and increasing their odds of dying in a crash..In an effort to drive home the message about the importance of seat belts, Ogilvy Public Relations Worldwide called upon the directorial talents of kaboom's doug werby to direct and edit a unique spot for the California Office of Traffic and Safety. The result is the truly original and hilarious "Baggy Pants."

"Baggy Pants" opens on a rear view of a man sauntering down the street, his trousers hanging low, beltless. He enters a caf and approaches the counter to order. As he does so, his pants fall down leaving his undergarments exposed and the caf patrons and staff less than impressed. The spot ends with the smart tagline: "When you need a belt, you wear one."

"Creatively, I fell for the concept immediately," says director/editor werby. "I do a lot of spots that have dialogue, but this spot was purely visual and I had ample time to work on the design and execution. I really wanted to build up a stunning misdirect. Here, the viewer can be completely taken away by the visuals and the track, so when the pants drop you go 'What the heck was that?' as you are given the spot's message. It's simple, funny and effective."

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CUT + RUN LAUNCHES MUSIC VIDEO DIVISION

With a wealth of awarding-winning commercials and music videos under its belt, including the recent CADS Award for Best Editing (Dayn Williams and Jon Grover for LFO "Freak"), Cut + Run has launched an official music video division. The new division showcases the talents of editors Javier Alvarez, Giles Bury, Jeff Grippe, Leo King, Jay Nelson, Philip Owens, Johanna Scott, Julian Tranquille and Dayn Williams. Cut + Run/LA Executive Director Christie Cash promoted Endy Hedman to Executive Producer of Music Videos for this new entity.

"Not unlike directors who shoot commercials and music videos, doing both gives our editors the opportunity to push the boundaries a little more; extend their creative reach and spread their wings, if you will," adds Cash. "It simply makes them better editors and that is really what this is all about. The effort to bring in more music video work is about feeding the editors' passion for the process in a variety of arenas."

At Cut + Run, clients have access to some of the best editors in the world, in part because the editorial focus for Cut + Run in London and Los Angeles includes groundbreaking projects in a myriad of areas. Feature film, television, commercial and music video projects have helped define the style of each editor, helping to push creative limits. Central to this process is the editor/director relationship, and Cut + Run's editors have collaborated with top directors and next generation talent. The new music video division provides increased opportunity to provide editorial creative to directors with crossover potential and interest.

TWIST JOINS IN THE "CELEBRATION" FOR DISH NETWORK

DISH Network recently called on the talents of Twist Director Barry Kimm for a memorable :30 spot via agency Campbell Mithun. To show its appreciation, the satellite TV provider is showering its valued customers with special giveaways.

In "Celebration," an employee is signing an endless stack of Thank You cards, which are being sent to every DISH Network customer. As he signs yet another one, he pauses and realizes something important. Holding up the card, he makes an announcement to other employees, "People, you are witness to history. Our 10 millionth customer." The camera pans to get their reaction, when a man unable to contain himself, jumps up with arms raised in triumph and shouts in delight. The excitement is contagious and an all-out party with balloons, streamers and a disco ball launches. The office celebrates as employees dance and rejoice the occasion. The spot closes with a voiceover announcing that all DISH customers have been automatically entered to win hundreds of HD television packages being given away, and to visit the website for more details.

"The creative team devised a great comedic set-up," says Twist Director Barry Kimm, "where viewers are caught up in the dry reality of office cubes -- not expecting the sudden outburst of physical comedy."

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