McCann Erickson and 72 and Sunny kept things real in “Jump Rope,” a Frank Budgen-helmed spot for Xbox 360. But that doesn’t mean things were simple: They shot 30- and 60-second one-take spots (with no special effects) of a variety of people jumping with a double dutch rope. Jump rope experts from all over the country, recruited through a casting call, participated in the four-day shoot at a parking lot in New York, which included two days of rehearsal. The 30-second ad took 55 takes; the 60-second spot took 61. Though creatives from San Francisco’s McCann and El Segundo, Calif.’s 72 and Sunny at first considered making the rope really long or setting it on fire, they chose the no-frills idea because of “the beauty we felt in the moment seeing people keep up jumping rope, with no cuts and no effects,” says McCann copywriter Scott Duchon.
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