The theme behind Grey Advertising's first campaign for Ethan Allen's new Horizons line of furniture could have been "Swept Away." And not just because of the romantic, girl-meets-boy visuals.
While filming the spot at the aptly named El Mirage Dry Lake, Calif., the set was nearly blown away by windstorms that erupted each day at 2 p.m., said Jesse Vendley, copywriter at Grey, New York.
"The dreamy, surreal effect [of the spot] is not reality because we had all this wind whipping around," he said.
The crew had to pull the production trucks around the outdoor set, in the fashion of circling covered wagons, so that shooting could continue.
The work, which broke last week on national and cable networks and runs through April 9, is the first for the Horizons line, which is targeted to the 25- to 35-year-old consumer.
Grey works with the Danbury, Conn., client's in-house agency on the entire $70 million Ethan Allen account.