Ad of the Day: Universal Studios Hollywood

Amusement-park rides can be fun, and often scary, but it must be some kind of ride if it can turn a young, carefree boy into a screaming, decaying old man. That's what happens in this spot by David&Goliath (and Green Dot Films director Luc Schurgers) for Universal Studios Hollywood's King Kong 360 3-D ride. It opens with a young boy and his parents, all outfitted with their 3-D glasses, getting ready to have their pants scared off them. But it goes worse than expected for our young hero. As King Kong lunges at him, he lets out a bloodcurdling scream—and then suddenly, inexplicably, he begins to age rapidly. Within seconds he is middle aged, and then he gets all wrinkled, and soon he is an old man—still screaming, his life having flashed before his eyes. At this point, he should probably ask for his money back. Instead, the screen cuts to black and a super appears, "The intensity lasts a lifetime," which is followed by the King Kong 360 3-D logo. The logo is then smashed by the hand of Kong, and another super appears, "Ride the world's largest 3-D experience," followed by the Universal Studios Hollywood logo. Schurgers cast five people to play the lead, and most of the aging was achieved in camera with prosthetics and makeup. (Obviously there was also some work in post-production, as the transitions are pretty seamless—so much so that it's hard to pick out five different people.) The ad doesn't really make any sense. The intensity doesn't last a lifetime; it lasts the length of the ride, which is about two and a half minutes. But that's almost beside the point. The visual is so freakishly memorable, it makes you feel that something terrifying must happen on this ride, even if you manage to remain your same age. If you really want to face your mortality, this, apparently, is the ride for you. CREDITS Client: Universal Studios Hollywood Product: King Kong 360 3-D ride Spot: "Intensity" Agency: David&Goliath, Los Angeles Chief Creative Officer: David Angelo Executive Creative Director: Colin Jeffery Creative Director, Art Director: Steve Yee Creative Director, Copy Writer: Ben Purcell Art Director: James Kierstad Copywriter: Dan Jordan Director Broadcast Production, Carol Lombard Producers: Nicolette Spencer (Senior Broadcast Producer), Nikki Milligan (Senior Print Production Manager) Production Company: GreenDot Director: Luc Schurgers Director of Photography: Roman Jakobi Executive producer: Rich Pring Line Producer: Joe Mandarino Editing House: MiniVegas Editor: Sander van der Aa Producer: Maarten Boon Visual Effects House: MiniVegas/TBA/LumeFx Online Editor: David Zaretti Producer: Maarten Boon 3-D: Klaas Harm de boer Flame: James Allen, Sheldon Gardner SFX Supervisor: Sheldon Gardner Flare: Mike Aveling 3-D: Adam Burnett (lead), Richard Endean Sound Design: Studio Alfred Klaassen Sound Designer: Jacco Lenstra Music: Massive Music Audio Mix: LA Studios, Margarita Mix Mixer: Nathan Dubin

Brand Marketing

Ad of the Day: Universal Studios Hollywood

King Kong 360 3-D will turn you into a screaming old man

Tim Nudd

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Tim Nudd