H’wood Movies Meet Ogilvy’s N.Y. Moments

NEW YORK Insider movie knowledge and New York moxie. Ogilvy & Mather’s campaign for the May 1-9 Tribeca Film Festival intermixes both qualities in TV and print executions that began rolling out this week.

Two TV spots show familiar movie scenes that are suddenly interrupted by only-in-New York moments. One vignette, shot at the Chelsea Hotel, reenacts a scene often found in gangster movies: men meet in a hotel room and haggle over a suitcase full of money. After one of them gets shot, a woman appears. “Oh my god, what is this?” she asks, and then continues, “Like 900 square feet? Is he the only one on the lease?” Onscreen copy reads, “It’s movies. It’s New York.”

The second ad presents a man hailing a taxi for his girlfriend, so she can get to the airport. The man then tells the woman he wants to go with her. “My life is with you,” he says. As they embrace, another man steals their taxi. Both spots were co-directed by John O’Hagan of Hungry Man in New York and Brendan Gibbons, an associate creative director at Ogilvy.

“Movies have cliches and New York has cliches,” said Terry Finley, Ogilvy creative director on the spots, which were cut in 30- and 70-second versions. “If they slam together in the right way, they provide a pretty funny moment.”

The 30-second spots will air on local broadcast stations, while the 70-second version will run as cinema ad.

Print ads take a different approach. They resemble a page from a film script depicting someone reading about the festival. Ogilvy is customizing nearly 60 executions for store windows, newspapers, magazines, posters and flyers around New York. One ad, running in the Directors Guild of America Magazine, for example, is a script about a director seeing an ad for the festival. “I wonder if it’s too late to enter my four-hour, kung fu, dramedy, mockumentary?” the director says to himself, per the script.

Margeotes|Fertitta + Partners in New York created previous ads for the festival, including one that ran last year and showed Drew Barrymore reenacting a scene from Goodfellas.

Ogilvy’s past American Express ads featuring the film festival caught the eye of TFF co-founder Jane Rosenthal. “She appreciated our work and asked if we’d like to get involved,” said David Apicella, co-creative head at the New York shop.

AmEx is a founding sponsor of the festival. All media time and placement is donated.

Other Ogilvy personnel involved in the campaign include associate creative director Chris Curry, copywriters Chris Lisick and Rob Rooney, and art director David Lloyd.