Grey NY Takes on ‘Bedtime Stakes’ for Breathe Right

By Erik Oster 

Breathe Right decided to capitalize on all the attention surrounding potential Triple Crown winner California Chrome’s nasal strip, handing out 50,000 of their own nasal strips (for human use) to those attending Belmont Stakes on Saturday, and also tapping Grey New York for a new broadcast spot.

Grey New York had a very limited amount of time to put that spot together. Written last Wednesday, the spot was awarded production on Thursday, cast Friday, underwent pre-production on Sunday, was shot Monday, and edited Tuesday. The 30-second spot, entitled “The Bedtime Stakes,” will air on NBC Saturday during the race. “The Bedtime Stakes” shows a congested jockey getting ready for bed with a Breathe Right nasal strip. An announcer calls the action as he goes “into the first stretch,” “tucks back into bedpost position,” and goes in “for the final turn.” Sure, it’s more than a little cheesy, and the rushed production may show a little, but leveraging the California Chrome nasal strip controversy is a smart strategy, and, coupled with the Belmont giveaway, should at least get the brand some attention. Credits after the jump.



Advertiser: GSK Consumer Healthcare

Spot Title: Breathe Right Bedtime Stakes

First Air Date: June 7, 2014

Agency: Grey NY

Chief Creative Officer: Tor Myhren

Creative Director: Lee St. James, Dave Cohen

Art Director: Lee St. James

Copywriter: Dave Cohen, Andy Bohjalian

Agency Producer: Lori Bullock

Production Company (location): Chelsea Pictures

Director: Robb Bindler

Director of Photography: Derek McKane

Editor (person & company): Crandall Miller/Whitehouse

Music/Sound Design (person & company): Crandall Miller/ Whitehouse -Sound Design

Senior Mixer- Sound Design: Dante De Sole/Vision Post

Principal Talent: Andrew Keenan-Bolger

Principal VO Talent: Dave Johnson