Contest spots are tough: usually lots of explanation and legal details and deadlines and caveats. Using classic footage from the Hockey Hall of Fame, this spot is designed as an antidote to the all-too-familiar "enter to win!" song & dance. It began with a long afternoon going through old footage for moments that seemed fun, or funny, or both.
While writing the voice-over I was stuck on one vital question: which word sounds funnier- ""underpants" or "underwear"? I solved it as any resourceful writer would.
I asked my kids.
Sask Tel w. Brent Butt
This spot- features a pre-Hiccups, pre-Corner Gas Brent Butt.
Creative direction came from David Bellerive- one of the great noggins in the business.
The brief was to bring home- literally- the range of choices and plans available to Sask Tel customers.
Note that there are two stories playing out at once; the 'story' tucked into Brent's dialogue, and the 'story' of Brent working up a sweat while the young girl does all the work. Following both at once draws the listener in- making her an active, not passive, participant in the spot. No kidding: there are actually studies to show that this style better engages the viewer.
I promise I didn't know any of that when I wrote the script.
Spots debuted: March, 2010
50's retro with 'pleasantville' type music has served me so well through The Age of Persuasion radio series. So, thunk I, why not employ it in a retail campaign for Mr. Sub?
No way this puppy will be confused with spots around it.
Designed for a heavy run through March Madness on sports channels, these spots are designed for a male audience, 18-35. Designed for multiple views, you find yourself looking for something new each time. Out-of-sync dialogue adds to the sense of play.
"Sub-Thing Has Come Between Us"
"So You Want to Be a Sub-cretary"
"Rusty's Inner Stirrings"