Toth Goes Hollywood | Adweek
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Toth Goes Hollywood

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BOSTON Having helped launch the careers of Hollywood notables such as Hilary Swank, Shannyn Sossamon and Kip Pardue, Unionbay has recruited a new crop of young talent to star in its fall ad effort.

Two spots shot on a movie set at Charlie Chaplin Studios in Los Angeles, slated to break in theaters and on TV on Friday, feature aspiring teenage actors and screenwriters (Amanda Harris, Erik Soderberg, Allison Flashman and Kelly Thiebaud) as they work their way up the filmmaking totem pole by fetching coffee and doing multiple takes of a painful stunt.

The spots introduce a new tagline, "It's your movie," to encourage young consumers to do things their own way. They will run during youth-oriented programs and in theaters. The client spent about $3 million last year.

Michael Toth, chief executive of Concord, Mass.-based indie Toth Brand Imaging, which created the work, thought a movie set was an ideal locale to capture the attention of Unionbay's teenage target audience, given its fascination with fame. "It's a place where everyone has fun," said Toth. "That's what Unionbay is about: having fun and hanging out with friends."