GSD&M Backs ‘Shrek III’ HD DVD

LOS ANGELES Omnicom’s GSD&M Idea City has produced a two-spot broadcast push for DreamWorks SKG that breaks today in conjunction with the release of Shrek the Third, according to the agency.

John McGrath, agency vp, communications, said that although the client is officially the studio (for which the agency handled media from 1999 to 2004, until Paramount acquired it), the spots indirectly promote the HD-DVD format for Toshiba.

McGrath said earlier in the year the agency worked on a Shrek-related pro bono campaign to combat childhood obesity on behalf of DreamWorks. It has maintained ties to Hollywood through its client AT&T, he said, for which it has made tie-in spots with The Incredibles and Fantastic Four.

“This is a great marketing relationship with two great companies,” McGrath said. “And in a high-stakes category, we’re pleased to help spread the message.”

Both spots feature phone calls to an executive at DreamWorks’ animation studio. In one spot, Donkey (voiced by Eddie Murphy), complains that his wife (a dragon) is complaining of her looks in the HD-DVD version of Shrek the Third. “Why? HD-DVD is the best picture you can get,” he answers. Donkey complains, “That’s the problem. She said her skin’s so scaly it makes parts of her look big like … everything.” Miffed, the executive says, “Well, it’s HD DVD and she’s a massive dragon … ” at which point fire smashes the office window and melts objects on his desk. “Did I mention we were calling from the parking lot?” Donkey says.

A second spot, also breaking today, features the Gingerbread Man character from the movie. He also calls the executive, who’s been trying to duck him (“He’s a cookie,” he mutters to his secretary), to complain about the HD-DVD version. “It makes me look delicious,” Cookie complains. “It’s making me want to take a nibble … so many shiny sprinkles!” The exec and his secretary wince as they hear Cookie crunching on himself over the speakerphone.

Both spots end with the tagline, “For truly high-def movies, get HD DVD.”

Khrisana Edwards at the Austin, Texas, agency produced the spots with creative directors Mitch Bennett (copy) and Wes Whitener (art) under group account directors John Trahar and Russell Lambrecht. Simon Cole of HIS Productions directed the spots.

Spending on the campaign, which is expected to run through the holidays, was undisclosed.