TELEVISION - Part 3
Part: 1 * 2 * [3]
Bear
agency Leo Burnett London
client John West Salmon
executive creative directors Nick Bell, Mark Tutssel
art director Paul Silburn
writer Paul Silburn
agency producer Charlie Gatsky
production company Spectre
producer David Botterell
director Daniel Kleinman
cinematography Steve Blackman
Open on footage of wild bears fishing for salmon in a fast flowing river.
SFX: Rushing water, birdsong, etc.
VO: At the river mouth the bears catch only the tastiest most tender salmon...
The bear skillfully hooks a beautiful salmon from the water onto the bank.
VO: ...which is exactly what we, at John West, want.
As the huge creature is about to claim his meal a man suddenly rushes out from behind a bush and begins to fight the bear for the salmon.
The John West man bravely jumps on the back of the huge beast (although it is now obviously a man in a bear suit he is fighting.)
SFX: Fighting
The bear pushes the John West man to the ground but he gets up and the tussle continues.
They exchange blows and then the JW man starts doing kung-fu moves in front of the beast
The bear does a Mohammed Ali shuffle before hitting the John West man in the stomach with a roundhouse kick and then another blow to the shins.
SFX: John West man groaning.
Finally the man points to the sky and fools the bear into looking away whereupon he kicks the bear in the groin.
VO: oh look, an eagle.
Cut to the bear bent over double.
SFX: Bear wheezing
Cut to the John West man. His clothes are ripped and his face dirtied but he smiles triumphantly.
Cut to a pack of John West salmon.
VO: John West endures the worst to bring you the best.
Lighter, Club/Scratch, Birth of a Sign
agency Lowe
client Heineken USA
creative directors Lee Garfinkel, Gary Goldsmith, Dean Hacohen, C.J. Waldman
art directors C.J. Waldman, Hank Kosinski
writers Lee Garfinkel, John Maxham, C.J. Waldman
agency producers Bob Nelson, Steven Ford, David Gerard
production company Tate & Partners, @radical.media
producers Gregg Carlesimo, David Tate
directors Baker Smith, Frank Todaro
executive producers David Tate, Robert Fernandez, Jon Kamen
editors David Koza, Ian Mackenzie (Mackenzie Cutler)
composers Wendell Hanes (Bang Music + Design), Gil Talmi, Chuck Kentis & David Palmer (Face the Music)
cinematography John Schwartzman, Adam Beckman
Club/Scratch
It's the early 80's and a DJ is spinning records at a dance club. The music he's playing is pretty lame, and the people in the club are obviously not having a good time.
Realizing that he needs to change the mood, the DJ quickly reaches for a different record. As he does, he accidentally knocks over a bottle of Heineken resting besides the turntables. The Heineken spills all over the record player.
As the DJ tries to wipe the beer off the record with his hand, it creates a strange scratching sound. The people in the club stare in amazement at the new sound. This is finally something they can move to!
When he sees the crowd getting down to his new technique, the DJ points and winks at them like he planned it all along.
SUPER: March 8, 1982 The Birth of Scratching.
SUPER: It's all about the beer. Heineken.
Lighter
It's the late 1970s at an arena rock concert. A hard rock band has just finished a song with a few power chords. The crowd goes wild.
One guy in the crowd puts his beer down on the floor so he can cheer for the band.
As the band begins another song, the guys remembers his beer and crouches down to pick it up. Unfortunately, it's so dark at the concert, he can't see a thing. He takes out his lighter to search for his beer. A friend standing next to him also takes out his lighter to assist in the search.
SUPER: July 15, 1978 The Lighter Phenomenon is Born.
The guy finally finds his beer and the two friends look up from the ground. To their amazement, they see lighters are lit throughout the entire arena.
SUPER: It's all about the beer. Heineken.
Birth of a sign
It's the late 60s during a massive, Woodstock-type outdoor concert. Amidst all the music and revelry, a hippie makes his way to a concession stand. While holding up two fingers, the hippie asks the vendor for "Two Heinekens, please."
But the music is so loud, the vendor can't hear him properly and the hippie is forced to shout. Other hippies passing by hear the commotion and wonder what's going on. Because of the concert noise, they mishear "please" as "peace" and associate it with the two fingers the guy was holding up. Suddenly, hippies everywhere are going around holding two fingers up and saying "peace."
SUPER: July 16, 1969 The Peace Sign is Born.
The peace sign spreads like wildfire throughout the concert venue until just about everyone is doing it.
SUPER: It's all about the beer. Heineken.
Tag
agency Wieden + Kennedy
client Nike
creative directors Dan Wieden, Hal Curtis, Jim Riswold
art directors Andy Fackrell, Monica Taylor
writers Mike Byrne, Kash Sree
agency producer Andrew Loevenguth
production company Gorgeous Pictures
producer Alicia Bernard
director Frank Budgen
music post production Endless Noise
editor Russel Icke (The White House)
music Elias
Cut to close up of back of guy walking on street
Cut to someone touching/'tagging' guys shoulder
Cut to guy turning around to seeing the person who 'tagged' him running off
Camera pans away from the guy
Cut to street w/ people
Cut to guy stopping on street and looking both ways
Cuts to women trying to get into car quickly
Cut to women locking her car door
Cut to guy slipping on street
Cut to people running down street
Cut to guy trying to run and tag someone
Cut to the guy trying to 'tag' a cop in his car. Car drives away
Cut to guy chasing after more people on street
Cut to tons of people running down street
Cut to guys stopping and looking down an empty street
Cut to guy walking out into street
Cut to see people hiding behind things on sidewalk
Cut to guy noticing the people hiding
Cut to him running towards them
Cut to people scattering and running
Cut to guy running one way and then the other
Cut to people running away
Cut to guy running down steps to subway
Cut to everyone on subway and door closing
Cut to guy sticking his hand in to tag someone. His hand gets caught in door
Cut to guy pulling his hand out of door
Cut to shoe shot
Cut to a guy waiting for the subway
Cut to people inside the train motioning for him to get away
Cut to guy looking up as the guy who is trying to tag, someone comes toward him
Cut to the guy waiting taking off running and guy chasing him
Title Card: tag
Title Card: Swoosh/Play nike.com/play
Part: 1 * 2 * [3]
