ATLANTA Crispin Porter + Bogusky's first commercial for AOL's Moviefone focuses on the ubiquitous voice of Mr. Moviefone.
In a 30-second spot, which broke last week in theaters nationwide and this week on television, the Miami shop positions AOL's telephone-operated movie guide as an organization that "lives and breathes movies," according to CP+B copywriter Dave Schiff.
In the commercial, shot in black and white to resemble a 1950s horror film, a trio of mean school boys picks on a fourth child, Russell. When the kid opens his mouth to speak, out comes the "robot-on-crystal-meth sound" known to anyone who uses AOL's service. His classmates taunt him, "Russell talks like a robot. Russell talks like a robot."
"The thinking was that Mr. Moviefone's voice is part of the landscape of popular culture," said Schiff. "It's a drawback in social situations, but it's ideal for his area of expertise, enlightening people about movies."
"Movies. It's all we've ever been good at" is the tagline that closes the spot.
Moviefone was formed in 1989 and purchased by AOL in Dulles, Va., in 1999.