Venice Duo Picks Up Home Video Project

The advertising team of John Stein and Pat Robertson has picked up a new piece of entertainment business.
MGM Home Entertainment Group has tapped the partnership of BullsEye Communications, Robertson’s strategic planning and public relations firm, and Band of Gypsies, Stein’s creative boutique, to create its 1998 print campaign to run in People. Billings are undisclosed. There was no review, according to Bob Hardenbrook, the Santa Monica, Calif., client’s vice president of creative services.
Hardenbrook said Robertson and Stein’s work for Santa Monica Bank led to the client’s decision. “We wanted the same quirkiness,” he said. “We wanted a headline-driven campaign along the same lines [as the bank].”
The duo’s Venice, Calif., office has already created six print ads for the client’s home video titles and collections. One ad, for The Greatest Story Ever Told, part of MGM’s Screen Epics Collection, contains copy that reads: “Won five Oscar nominations. Of course, who’s going to vote against the Almighty?” Another ad, supporting For a Few Dollars More from MGM Western Legends, reads: “A Clint Eastwood film with a cast of hundreds. Well, at least it starts out that way.”
“We use humor [in the ads] but still make them targeted and strategic in order to capture the spirit of the films,” Stein said.
The team will create a total of 29 ads to run in People through the end of the year, Hardenbrook said.
Media buying for MGM Home Entertainment is handled by BBDO West in Los Angeles. The client uses several outside creative resources as well as an in-house team for projects.
Stein and Robertson joined forces late last year and have since amassed an estimated $9 million in total account billings, Robertson said.