By Elina Shatkin, September 12, 2003
hsr/ny’s Steve Rosen has mixed a pool of three :30 spots, with :15 lifts, promoting the notion that when you’ve “got something to say – Write Out Loud” with a Sanford Sharpie. Developed through McCann-Erickson (New York, NY), the three commercials -- Moving Day, Videotape and Party Cup -- rolled out nationally the last week in June.
It’s Moving Day and as boxes are removed from a house the young assistant asks what to do with the item marked “fragile” and is told to throw it in the back. As he reaches for the package the writing animates and lets him know that “fragile means you be extra careful or something could get broken…if you know what I mean.” In the next scene the young mover is gently cradling the item in his lap in the front of the truck
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In Videotape a husband, having just used the new metallic Sharpie to label his wedding video, toys with the idea of taping “Las Vegas Ladies Get Loco” over it when the labeling comes to life and assures him that if he does he “will see a lady get loco and it won’t be pretty.” His wife returns home from food shopping to see Mr. Romance standing, tape in hand, and is so moved that the two sit down to screen the tape and relive their wedding vows.
In Party Cup, Bill bites into something he does not like at a picnic and is about to dispose of it in a cup marked Karen when the name written on the cup comes to life and suggests that he set the cup down and keep his germs to himself. A moment later, with her cup behind his back, he is introduced to the lovely Karen.
hsr/ny Mixer Steve Rosen utilized a Soundtracs DPC-II digital console and an AVID AudioVision in the completion of this project.
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