Variations On A Theme

Paramount Domestic Television doesn’t stray far from its Hollywood roots in its new campaign for entertainment news magazine show Entertainment Tonight.
The studio tapped the creative resources of entertainment ad boutique Air Creative, Los Angeles, and veteran music video director Nigel Dick, represented by commercial production company A Band Apart Commercials, also in L.A.
Three 30-second spots use new renditions of ET’s long-running theme song, performed by musicians of various genres. The spot featuring violinist Lili Hayden (shown here) begins with her serious rendition of the familiar tune. After pressing an electric foot pedal, the song takes a rowdy rock turn.
“We wanted a breakthrough way to communicate that ET is in the thick of what’s new in entertainment and found it in an unexpected place: ET’s theme music,” said Stefan Gerber, president/creative director of Air Creative.
–Teresa Buyikian