Mering’s ‘Wild’ Ride

Touts Imax Movie for California Tourism
LOS ANGELES–A Sacramento agency working for the California Travel and Tourism Commission is using images of sky surfers and people walking along the cables of the Golden Gate Bridge to advertise the latest Imax feature film Adventures in Wild California.
The word “wild” is a fitting one for the 30-second spot from Mering & Associates. “I think [the commercial] is just very reflective of the movie,” said agency general manager Valerie Vento. “It shows all the awesome things that happen here in California. Sky surfing is something you just don’t see everywhere.”
Mering handles the commission’s estimated $10-12 million creative account. Initiative Media, Los Angeles, handles media.
The TV spot launched on the West Coast will be supported by print ads running in the Los Angeles Times, San Francisco Chronicle and the Sacramento Bee.
The commercial includes footage from the movie itself and some original scenes created by Mering and produced by K2 Communications of El Segundo, Calif. It opens with a sky surfer who drops out of a plane on a snowboard.
This spot, taped near Mission Beach in San Diego, is intended to make the viewer feel a part of the action, Vento said. The tagline, “You are here,” is superimposed over the individual vignettes.
Adventures in Wild California was directed by Greg MacGillivray, who earned notice for his work on the popular Imax movie Everest. K