WHAT A CIRCUS

An ordinary family is transformed into an excited, fun-loving group in three new TV spots for Feld Entertainment’s Ringling Bros. and Barnum & Bailey Circus, created by Avalanche Creative Services.

The commercials, which began running last week, juxtapose shots of a bored family sitting at home and the same crew having a rollicking time at the circus, watching a man get shot out of a cannon, as well as elephants and other animals performing tricks. Playing throughout the spots is a remake of the Dovells’ 1963 hit “You Can’t Sit Down.”

“When people hear ‘the circus,’ they think they’ve seen it already,” said Ava Seavey, founder of the New York shop. “What we try to get across with the spots is that you have not seen the circus. … The product changes all the time; it’s never the same.”

The agency won the business, estimated to be worth $5-10 million, in early December, following a review in which it competed against five undisclosed contenders.

Ads for the Vienna, Va.-based client are running on network and cable stations in New York and will follow the circus as it tours.