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November 2004

MAD MAD JUDY EDITOR STEVE HAMILTON "GETS COMFORTABLE WITH FISH" FOR QUIRKY MRS. PAUL'S CAMPAIGN DIRECTED BY THE PERLORIAN BROTHERS

Editor Steve Hamilton, owner of New York-based editorial boutique Mad Mad Judy, was given the opportunity to "get comfortable with fish" for a new campaign for Mrs. Paul's. Directed by The Perlorian Brothers, the two-spot campaign is already the buzz among bloggers across the U.S. due to its oddly humorous storyline.

To view the new campaign, go to www.madmadjudy.com/mrspauls/

In the first :30 spot, "Swingset," a young girl looks wide-eyed as a large animatronic fish occupies her spot on the swings in the park. Her brother and mother stand behind, awestruck, and as the fascinated girl extends her hand towards the fish's mouth, the mother snaps out of her trance to grab the girl and back away. The voice over asks: "Uncomfortable around fish?" Cut to a shot of Mrs. Paul's delicious fish sticks. The voice over encourages: "Try Mrs. Paul's fish sticks, always made from whole filets." The spot concludes with the endtag: "Mrs. Paul's. Get comfortable with fish." The second spot, "Raquetball," follows a similar concept as players back away from a fish who has taken center stage on the raquetball court.

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TOYOTA TACOMA MOVES FORWARD IN HILARIOUS CAMPAIGN WITH HELP FROM LOST PLANET EDITOR PAUL MARTINEZ

Lost Planet Editor Paul Martinez recently completed a comedic four-spot campaign for the new Toyota Tacoma via ad agency Saatchi & Saatchi Los Angeles. The spots highlight the all-new 2005 Toyota Tacoma and its superior features, as well as its invigorating effects on people.

One of the spots, "Bed," pays tribute to sponsorship drive PSAs and tugs on the heartstrings as a woman reveals the abuse and undeserved punishment endured by defenseless truck beds for many years. "Luckily, an end to the horror is in sight," she says standing next to a shiny new truck in a desert backdrop. "Thanks to Toyota, the all-new Tacoma's revolutionary composite inner bed will never rust, never dent" as an ATV rider burns rubber in the back of the Tacoma, a torrent of water is dropped and a carnival strongman heaves a hammer on to the truck bed. "For less than three soy mocha lattes a day, you can have your own Tacoma," the woman concludes. Stop truck bed abuse forever." The clever spot closes with a close-up of the spokeswoman, a tear running down her cheek, as she pleads, "Won't you help?"

"This project provided us with the opportunity to push the boundaries of comedy in advertising," explains Paul Martinez. "The concept was to create infomercial and drug testimonial-type of commercials, which I think the team pulled off amazingly well. At first, you're not sure what the spots are promoting. Craig Gillespie is such a great director and adept at developing reality-based characters. He is an editor's dream -- he covers the spot so well in terms of what he shoots and the casting was perfect. And it was a pleasure to work with the creatives again."

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BWN & HI-WIRE MEET WITH BUDDY LEE GUIDANCE COUNSELOR INTERACTIVE BRANDED CONTENT COMES TO MTV2

Hot off a collaboration on campaigns for Holiday Inn Express and the Central Standard Film Festival, BWN and HI-WIRE reunited with Fallon to help create the new branded content campaign for Buddy Lee.

Airing on MTV2's "Control Freak," the six-minute piece and subsequent "episodes" allow the viewing audience to determine the fate of a high-school kid who seeks guidance counseling from Buddy Lee. Fortunately, Buddy Lee has possessed every career you can think of and is more than happy to share his previous experiences via his new job as a high school counselor. The sequences began airing on Sunday, October 31st and will follow on November 14th and 28th.

To help create the "episodes," Fallon agency creatives and Director Jon Nowak turned to the talents at HI-WIRE including Colorist Oscar Oboza and Visual Effects Artist Tony Mills. Sister company BWN created music including the "title track" or theme song for the high school glee club that introduces Buddy Lee -- as well as the sound design that supports Lee's many career endeavors.

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More Info: HI-WIRE

TERMINAL'S JONATHAN DEL GATTO TAKES A WALK ON THE WILD SIDE WITH "PRETTY WOMAN" FOR LEE DUNGAREES

Terminal's Jonathan Del Gatto lent his editorial talents to the new, visual effects-infused commercial "Pretty Woman" for Lee Dungarees jeans. Directed by Partizan's Paul Goldman and shot in Buenos Aires, the new spot was created by the creative team at Fallon Minneapolis.

To view the spot, go to: www.terminalmedia.net/PR/Lee_Pretty_Woman.mov

Set to the tune by Roy Orbison, "Pretty Woman" opens on a black-and-white cityscape with a beautiful, yet giant, woman walking down the street. She causes a stampede below her as the city's occupants race to get out of her way. She destroys cars and snaps electrical wires as she saunters along unaware of the destruction caused in her wake. A young man in Lee Dungarees jeans checks out the television in his apartment, as the woman catches him in the corner of her eye. She stops and checks her reflection in a skyscraper's window (as office workers look on shocked) and pauses to straighten her dress. She then taps on the young man's window, borrows a paintbrush from a nearby worker, and writes her phone number on a billboard. She gestures for the young man to call her, before walking off into the horizon. The spot ends with the tagline "No matter what happens, don't flinch." and the Lee Dungarees logo.

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