Butler, Shine, Stern & Partners launched a campaign encouraging audiences to “Break Out of Your Bubble” at the California Film Institute’s Mill Valley Film Festival.
A collection of two minute, 30-second and 15-second ads lightheartedly pokes fun at the Bay Area bubble and shares the types of lessons viewers have taken home from past screenings at the festival, none of which should be taken seriously.
“The film Babble taught me that we’re all connected…except for Brad Pitt. He lives in his own world. A dreamy, perfect world full of other Brad Pitts,” one woman explains, setting the tone for the remainder of the spot.
Other takeaways from films screened at the festival, which is celebrating its 40th anniversary, include that “everyone deserves love, but not everyone deserves bangs” and “Those aliens seem like very nice people.”
For talent, the agency turned to local improv actors, as well as agency employees, family and friends. BSSP chief creative officer John Butler directed all the spots in the campaign.
“Although we live in a bit of a bubble here in the Bay area, the role of film has always been to inform, inspire and educate—likewise films that have historically been shown at the Mill Valley Film Festival have helped Bay Area filmgoers to break out of their bubble, and see the world, or issues from a different perspective.” BSSP chief creative officer and director of the spots Butler said in a statement. “We wanted to have fun with that idea.”
The ads ran in local theaters to promote the festival, which runs from October 5-15.
Shelley Spice, Director of Marketing & Publicity, California Film Institute
ADVERTISING AGENCY – BSSP CREATIVE TEAM
Director: John Butler
Associate Creative Director/Writer: Luke Zehner
Copywriter: Cameron Murray
Copywriter: Patrick French
Director of Photography: Jason Apple
Sr. Integrated Producer: Fearghal O’Dea
Sr. Producer: Dustin Levine
Assistant Producer: Emilee Goo
Editor: Nico Litonjua
Account Supervisor: Danielle Patipa
Business Affairs: Angela Edelman
Colorist: Bryan Smaller
Flame Artist: Patrick Hunsberger
Flame Artist: Louis Schachte
Mixer: Christopher Forrest