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Fluid Creates Original Score for Alka Seltzer Spot

FLUID has created an original score and the sound design for a new and nostalgic  Alka-Seltzer spot which broke nationally this past Sunday, December 11th.

 To celebrate the 75th Anniversary of Alka-Seltzer, Bayer and its agency BBDO New York/Energy BBDO, have remade one of televisions funniest commercials (the original aired in 1972), I Cant Believe (I Ate The Whole Thing). Andrew Sherman/FLUID created the score and the sound design for the comedic gem.  

The remake features Peter Boyle, best known as Frank Barone of the long running CBS-TV hit sitcom Everybody Loves Raymond, sitting upright on the edge of his bed reeling from indigestion and reprising one of advertisings most famous commercial slogans - ?I cant believe I ate the whole thing.  His wife, Doris Roberts, who played his television spouse in the sitcom, encourages him to take Alka-Seltzer for his discomfort. True to their television personas he, having taken his Alka-Seltzer, dives into a piece of cake, and she threatens ?drop one crumb and youre dead. 


Andrew Sherman composed an underscore with a classic, non-campy feel to support the mood and the joke and the ambience of the spot which is  lightly comedic without being over the top. The agency wanted something sorrowful as he is, after all, regretting over indulging. A slightly seasick  violin to set the mood of the track and it  reinforces the  tone in the beginning of the spot.  The challenge was to incorporate the woeful  sound of that old style and transition to a more positive mood when the Alka-Seltzer does its job.

Credits:         

Agency:  BBDO New York/Energy BBDO

City/State: New York, NY

Chief Creative Officers: David Lubars, Marty Orzio

Sr. Creative Director: Ed Maslow

Creative Supervisor: Greg Alderisio

Copywriter: Greg Alderisio

Assoc. Creative Director: Joe Coccaro

Art Director: Joe Coccaro

Sr. Producer: Karen Leiper

Exec. Music Producer: Loren Parkins

Production Company:  MJZ

City/State: New York, NY and Los Angeles. CA

Director: Clay Williams

Director of Photography: Ueil Steiger

Executive Producers David Zander and Lisa Rich

Art Director Jamie Vickers

Offline Editorial: Cosmo Street Editorial

City/State: New York, NY

Offline Editor: Tom Scherma

Assistant Editor: Aaron Langley

Producer: Karen Hennegan.

Film to Tape/Postproduction:  Nice Shoes

City/State: New York, NY

Online Editor: Russ Bigsby

Colorist: Chris Ryan

Music/Sound Design: FLUID

City/State: New York, NY

Composer: Andrew Sherman

Music Producer: Brad Stratton

Exec. Producer: David Shapiro

Audio Post Production Company: Sound Lounge

City/State: New York, NY

Mixer: Tom Jucarone

 


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Related Keywords:FLUID , Andrew Sherman , MJZ, Alka-Seltzer

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