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FilmCores Tiffany Burchard Travels Back in Time with Carmax

Editor Teams with Director Mike Maguire for Two Campaigns Out of BooneOakley (September 20, 2007)

DMN Newswire--2007-9-20-- FilmCores Tiffany Burchard has edited a new campaign for CarMax that shows what it might have been like if the used car retailer had been around in earlier epochs to handle sales of transportation vehicles. Conceived by Charlotte, North Carolina agency BooneOakley and directed by Mike Maguire of The Directors Bureau, the two spot-package is one of two new comedy campaigns for Carmax that will air simultaneously. Burchard also cut the other package in which a Carmax spokesman comes to the rescue of people trying to buy and sell used cars.
ShipMax imagines a 17th century scene in which a man tries to swing a sweet deal on a low mileage Spanish galleon. "If I find the perfect ship at the far end of the world, will you hold it for me until I can go pick it up?" queries the prospective buyer. "No sir," the dealer stoutly replies, "We will ship it to you." The spot ends with the tagline, "Its amazing no ones thought of this before."

Burchard worked with the agencys creative team and Maguire to give the spots Monty Python-esque humor just the right timing and pitch. "We looked to push it over the top and make it as silly and fun as it could be," Burchard recalled. "Mike and I were on the same page. It was a good, collaborative effort."

In Disguise, from the second group of spots, a young woman negotiates the purchase of a used car with an old woman with grey hair, a walker and, suspiciously, a beard. At the last moment, a Carmax spokesman steps in to squelch the phony sellers scheme, pointing to a pool of oil below the cars engine.

"We imagined the Carmax guy as a hero who always steps in at the last minute to save the day," said BooneOakley Creative Director David Oakley. "Mike got it immediately as did Tiffany. She has a great sense of humor and comic timing is impeccable."

FilmCore New York is located at 149 5th Avenue, 6th floor, New York, NY. For more information, call (212) 627-3100.

 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.


Titles:                           ShipMax, BicycleMax, Disguise, Birds, Carseat.

Client:                           Carmax

Agency:                        BooneOakley, Charlotte, NC. David Oakley, creative director.

Production:                   The Directors Bureau, New York. Mike Maguire, director.

Editorial:                       FilmCore, New York. Tiffany Burchard, editor; Andrew Linsk, executive producer.

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Related Keywords:filmcore, burchard, carmax


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