Ways of Seeing
Save Children with Media

Stop Frame Row Your Boat

When Famous Rob got a job I think a warm glowing warming glow spread across the Plannersphere.

He just sent me an ad his new employers have made.

[CheethamBellJWT in Manchester - they have a cute website that speaks directly to prospective marketing director clients, in the voice of Alexi Sayle, reminding them of their famously short tenure in the role and the fact that their brand doesn't exist in the INTERESTING part of the world. 

I like it. It might be a bit impractical though.

[Maybe not though. I guess if there's a phone number, and a sense of the way they think, what more do you really need? Where does it say agency sites have to do the whole people, culture, work thing? Do CMOs ever really put agencies on the pitch list due to the work on their websites? I doubt this. I retract my impracticality comment] 

[Although to get to the phone number you do have to watch the whole thing.]

[Oh but wait - their Google listing has the contact name and phone number, so you don't. Good work.]

Normally, when I get sent loosely disguised press releases concerning new TV spots, I tend to ignore them. 

Sorry if you've sent me some, I don't mean to be rude, but they can often be as direct as:

Dear Blog, Post Our New TV Ad. This is eXclusive. To All of You. 

which doesn't tend to earn them much attention. 

[In fact it seems pretty rude to me. I retract my earlier apology.]

But this was famous Rob so I had a look. 

[Traditional PR people spend time building relationships with journalists, understanding their particular focus - should digital social hypermedia PR spambots do any less?] 

It seems like a nice enough spot. I don't think it will have the epic global viral reach of the classic Bear Fight, but that's a pretty high benchmark. 

So I asked Rob, tell me something awesome about this ad. 

It was shot entirely on Digital SLR photo cameras at 25 shots per second.

[A bit interesting.]

The boat was manually moved a few feet and the oars moved for each frame. We used three oars with various bits of blade removed so that they oars would appear to be in the ground.

[Also a bit interesting. Although I could have guessed that. ]

Once the initial idea was created, our CD remembered a video he had seen that was similar. Instead of doing what most agencies do and copy it; we found and hired the original director Gemma Burditt (just recently out of film school) for her first ever commercial shoot.

[Ah - he got me! Genius Steals but give the people credit.] 

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