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FilmCore Puts Romance in a Chevrolet EquinoxGordon Carey edits spots for Michigan agency Campbell-Ewald (June 16, 2004)
FilmCores Gordon Carey has edited a new campaign debuting the Chevrolet Equinox for Michigan agency Campbell-Ewald. The three, serialized spots follow a young couple as they buy a new car, with each spot highlighting a different aspect of the vehicle. In Test Drive?spotlighting the cars rear leg room?the couple becomes amorous in the back seat as a man sitting up front grows increasingly restive.
?My job was not to give the gag away too soon, recalled Carey, one of the commercial industrys most respected comedy editors. ?We reveal the guy in the front seat, but you dont know who he is. He gets impatient, uncomfortable, but he hangs in there. Why? Because hes the car salesman and he wants to seal the deal.
Careys storytelling skills were put to their biggest test in Stickies, where the man finds a series of notes tucked away in the car. Initially, he thinks his wife is proposing a romantic interlude as the notes instruct him to fold down the back seat, but hes disillusioned when he comes across her nightgown and finds a note reading ?Go to the cleaners.
?Were not only telling a complicated story, were showing off several functions of the car, Carey observed. ?It took a lot of finessing to get it to work on time, demonstrate the chain of events and pay off the joke.
The third spot in the package, Doors, shows the couple driving along a suburban street as their neighbors garage doors spring open. ?Introducing the Chevy Equinox, proclaims the voiceover. ?Every garage will want one. Carey edited the music used in the spots. Each track is pulled from a popular recording.
Carey also edited a 15-second teaser spot for the campaign. In a wink at the famous Marilyn Monroe photograph, it has an Equinox parked on a street with wind gusting up a grate causing its car cover to billow upwards.
FilmCore Editorial Santa Monica is located at 1222 6th Street, Santa Monica, CA 90401. For more information, call (310) 587-2400.
FilmCore Editorial San Francisco is located at 545 Sansome St., 7th Floor, San Francisco, CA 94111-2908. For more information, call (415) 392-6300 or visit www.filmcore.com.
Title: Test Drive, Stickies, Doors, Car Cover Itch
Length: (3) :30s, (1) :15
Client: Chevrolet Equinox
Agency: Campbell-Ewald, Warren, MI. Bill Ludwig, vice chairman/chief creative officer; Bob Solano, director of broadcast services, exec. v.p.; Joe Puhy, executive creative director, exec. v.p.; Jon Stewart, creative director, senior v.p.; Doug Blanchard, associate creative director; Craig Mungons, executive producer, senior v.p.;Laura McGowan, producer; Patrick McHugh, copy supervisor; Gary Gottschalk, senior art director; Corey Seaton, copywriter; Marge Bornais, art supervisor, v.p.; Dave Michalak, copy supervisor; Andrea Wells, Chevrolet account director, exec. v.p.; Glen Key, group management supervisor; senior v.p.; Amy Flavin, management supervisor, senior v.p.; Kathi Strace, broadcast business affairs, senior v.p.
Production Company: Believe Media, Los Angeles. Brian Aldrich, director; Guillermo Navarro, dp (Car Cover Itch), Joaquin Baca-Asay, dp (Test Drive, Doors, Stickies), Yuli Steiger, dp (additional scenes for Car Cover Itch, Stickies); Luke Thornton, and Liz Silver, executive producers; Betsy Kelley, head of production; Tim Kerrison, producer; Kevin Edge, production supervisor.
Location: Los Angeles locations.
Editing Company: FilmCore, Santa Monica, CA. Gordon Carey, editor; Therese Hunsberger, executive producer; Christie Price, producer; Wesley Lipman, assistant editor.
Music Company: No original music. All licensed songs.
Post Facility: Bobine Video, Inc., Santa Monica, CA. Jais Lamaire, colorist.
(Spot finished at R!OT, see credits below.)
Visual EFX Company: R!OT Santa Monica. Claus Hansen, lead compositor; Kiki Chansamone, Les Umberger, Jason Frank and Verdi Sevenhuysen, compositors; Matt Russell and Sean Wilson, junior compositor; Lesley Robson-Foster, VFX supervisor; D. Todd Davidovich, VFX executive producer.
Audio Post House: RavensWork, Venice, CA. Eric Ryan, mixer.
Sound Design Company: Machine Head, Venice, CA. Stephen Dewey, sound designer (Car Cover Itch); Vicki Ordeshook, producer.
Related Keywords:FilmCore, Chevrolet Equinox, Gordon Carey, Campbell-Ewald,