A Cut Above

Buena Vista Television has enlisted some creative advertising leaders to critique this year’s “Battle of the Promo Cutters” competition, taking place at the Promax conference in Toronto this week.
Goodby, Silverstein & Partners’ Jeff Goodby, Deutsch’s Donny Deutsch and McCann-Erickson’s Nina DiSesa are providing videotaped critiques on public service announcements created by five creative teams. The 30-second PSAs (a production still is shown here) benefit Childhelp USA, a nonprofit organization that helps battered children.
The teams are from Pittard Sullivan, Culver City, Calif.; Smash Advertising, Boston; Discovery Networks, Bethesda, Md.; CBS Television, New York; and New Wave Entertainment, Burbank, Calif.
Each team was given marketing objectives and background on Childhelp as well as raw footage from Beaton Flanigen Productions in Nashville, Tenn., and then had four weeks to complete the assignment. Promax attendees will select the winning PSA at the marketing convention.
–Angela Dawson