Houston Is Super Friendly in PSAs

DALLAS Houston hosts the Super Bowl this Sunday and two public service announcements have a message for the city’s citizens: “Put your smile on. Company’s coming!”

Omnicom’s GSD&M in Austin, Texas, conceived and scripted the spots, which began running locally last week in English and Spanish. Ttweak in Houston produced the English version; Lopez Negrete and Locke Bryan Productions, both of Houston, co-produced the Spanish-language spot. All the work was done pro bono.

GSD&M director of community relations David Rockwood said the idea originated a few weeks ago during a discussion between agency president Roy Spence and his friend, Bill White, who began serving as Houston mayor on Jan. 2.

“Those two were discussing the opportunity that Houston has in hosting the Super Bowl,” Rockwood said. Spence, White and GSD&M executive media director Judy Trabulsi and copywriter John Davis came up with the idea of promoting Houston as a city of opportunity filled with friendly people.

In the general-market spot, smiling people praise the city before Houston Texan quarterback David Carr says, “The Super Bowl is another great opportunity for us all.” A cab driver then says, “I’m going the extra mile,” and is followed by a waitress saying, “Give them my friendliest style,” and then professional boxer George Foreman saying, “And my biggest smile.” The spot ends with White saying, “Let’s all take responsibility for meeting and greeting our visitors.” When a visitor approaches him to ask where the stadium is, White says he will take him there. When the stranger asks if White works “around here,” he says, “Yeah, just got a new job.” The spot ends with onscreen copy, “Put your smile on. Company’s coming!”

The Spanish-language version is a re-creation of the Anglo spot.