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Director James Rouse Tackles NFL Spot

Makes American debut with ad featuring Dallas Cowboys (November 19, 2004)

director James Rouse lenses spot for the NFL

Director James Rouse lenses spot for the NFL

In his American debut, Thomas Winter Cooke director James Rouse has lensed a hilarious spot for the National Football League demonstrating the absurd lengths to which some fans will go to “get the gear the pros wear.”

Filmed on the practice field of the Dallas Cowboys, the spot opens on a pair of burly lineman lunging into a tackling dummy. When the players take a break, the dummy zips open and out pops a giddy fan who proceeds to filch jerseys, helmets and other gear left lying about. As angry training personnel pursue the man across the field, the voice-over suggests the NFL shop at as an easier way to score gear. Dallas Cowboys players Roy Williams, Julius Jones and Darren Woodson appear in the spot.

Rouse, a British director who signed with TWC earlier this year, chose to shoot the spot on 16mm film to give it the gritty feel of a documentary. “We cast the camera in a voyeuristic role; it’s observing what’s going on as if it just happened upon the scene. It’s not telling you what to look at,” Rouse said. “As a result, the gag appears out of no where, and that, in my mind, heightens the effect. It’s a misdirect.”

The spot’s final image, with the thief sprinting across the football field provides a nice coda to the story and also performs a graphical function, acting as a mortis for a reveal of the NFL Shop logo.

The tackling dummy was custom built for the production. “It’s modeled after the real piece of equipment, but modified to allow an actor to hide inside,” Rouse said. “To the viewer, it appears as if he were in there the whole time.”

TWC also represents directors Phillip Cooke, Michael Fueter, Greg Kiefer, Jeff France and David Jellison. Thomas Winter Cooke is located in Santa Monica.

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Commercial Credits
Title: Tackle Dummy
Length: :30
Client: NFL

Artisans client: Thomas Winter Cooke

Agency: Young & Rubicam, New York. David Skinner, Darren Wright, group creative directors; Marianne Raphael, v.p./account director; Jamie Ross, account supervisor; John Battle, copywriter; Maria Scileppi, art director; Charlie Capuano, producer.

Production Company: Thomas Winter Cooke, Santa Monica, CA. James Rouse, director; Mark Thomas, executive producer; Paul Goldsmith, director of photography; Benji Howell, producer.

Location: Irving, TX.

Editing Company: Mad River Post, New York. Jason MacDonald, editor; Amy Lazarus, producer.

Post Facility: Filmworkers Club, Dallas, TX. Valerie Christensen, colorist.
Nice Shoes, New York. Russ Bigsby, on-line.

Visual EFX Company: Nice Shoes, New York. Russ Bigsby, artist.

Audio Post House: Sound Lounge, New York. Tom Jucarone, engineer.


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Related Keywords:James Rouse, NFL, Dallas Cowboys, Thomas Winter Cooke, National Football League, TWC, Young & Rubicam, Mark Thomas, Paul Goldsmith, Benji Howell, Mad River Post, Filmworkers Club, Nice Shoes, Sound Lounge, Tom Jucarone,

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