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.
Credits:
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