Drowning in Cash
Titanic has become a classic film—which means that four years after the release of the blockbuster, it’s still as ripe as ever for parody.
Breaking today, a spot from Deutsch, New York, for Verizon Super Pages proposes a new fate for the priceless “Heart of the Ocean” diamond. The elderly Rose walks out to the ship’s railing while music reminiscent of the movie theme fills the night air. As in the movie, she leans over and drops the rock, but then decides to plunge in and retrieve it. Dripping on her Verizon Super Pages as she flips through it, she finds a pawn shop. In the final shot, Rose exits the shop counting her payoff.
“Titanic is such an iconic movie,” says Kathy Delaney, Deutsch managing partner and executive creative director. “We just play it out a little differently, which turns out to be a lot more lucrative for Rose.”
NFL Stars Score for DirecTV
NEW YORK—Described by Deutsch/LA creatives as an “ice-cream man for adults,” the DirecTV installer is back, this time delivering his goodies to NFL players.
Peyton Manning, Jevon “The Freak” Kearse and Ricky Williams tout DirecTV’s NFL Sunday Ticket. The optional service allows subscribers to view up to 13 NFL games every Sunday. In the new campaign, breaking Aug. 3 for a five-week flight on national network and cable, the installer goes to the athletes’ homes to set up DirecTV and NFL Sunday Ticket.
In “Love Tap,” the DirecTV man gets a hard slap on the rear from Kearse for his “good effort” in installing the service. In Williams’ spot, the running back dances to the ubiqui tous “Hey” song heard at sporting events while his DirecTV gets in stalled. Manning gets defensive when the installer assumes he wants NFL Sunday Ticket. “What, you think all I care about is football?” he asks threateningly. “I’m into other things: foreign films, cooking shows.” The installer responds: “Right … so you want that football thing?” “Oh, yeah.”
“We were pleasantly surprised with [the athletes’] acting abilities,” says associate creative director Mark Musto. “They had great comedic timing.”
Whatever happened to director Quentin Tarantino? Seems he’s been busy hanging out at theme parks lately. In a spot that broke earlier this month as part of Priceline’s “Let’s jet set” campaign, he waxes effusive about taking a trip to Orlando and visiting fictional amusement parks such as “Animalsuit Land.” Billy Idol and Tony Randall were also en listed for the latest set of three Priceline spots from Hill, Holliday, Connors, Cos mopulous in New York. The rocker touts a trip to London in a spot breaking in September, and Ran dall enthuses about visiting Broadway for a spot breaking in fall. The ads, which run on cable stations including MTV and E!, are a continuation of the live-action and animation campaign that broke earlier this year featuring Sarah Jessica Parker’s voice. This time, Hill, Holliday wanted a man’s voice, says Ernest Lupinacci, longtime freelance art director/copywriter on the Priceline account. “We thought it would be interesting to have each voice be a personification of that location,” he says. “We chose [Tar antino] for the Orlando spot be cause it relates to kids and amusement parks, and he’s a kid at heart.” Idol’s accent and ’80s-icon status made him ideal for London, and Randall, as one half of the Odd Couple, “represents New York at its most fabulous,” Lupinacci says.
With a spot as quiet as a hospital should be, Richmond, Va., agency Neathawk Debuque debuts a TV commercial for client Georgetown University Hospital. Written by creative director Kevin Grimsdale, the 30-second spot cuts still photo graphs with the text, “Next time someone asks you, ‘Do you know any good doctors?’ you can tell them, ‘Actually, I know 1,100.’ ” An old Etta James tune, “Trust in Me,” is crooned by Richmond gospel and jazz singer Thomasine Jackson. The simple, un posed images of doctors, nurses and patients are by New York photographer Abraham Men ashe. Grims dale found him on the Internet while looking for stock photographs to pair up with the tagline, “The name you know, the doctors you trust.” The work felt “humanistic,” says Grimsdale. “It’s different from run-of-the-mill medical photography. It’s emotional.” It turned out that several of the shots on the Net had, in fact, been taken at Georgetown.
The International Andy Awards named John Hegarty, chairman and worldwide creative director of Bartle Bogle Hegarty, as its honorary chairman, responsible for assembling the 2002 jury. … Roger Wojahn of Wojahn Brothers was elected 2002 president of the West Coast chapter of the Association of Music Producers.
Drowning in Cash