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Gambling on Goetz Brothers Pays for World Poker Exchange(June 29, 2004)
Its often said that poker is a lot like life, but what would happen if people lived their lives the way they play poker? Thats the premise for a pair of clever new spots for the online gambling site World Poker Exchange. Conceived and directed by The Goetz Brothers, the directing team affiliated with the bicoastal production company The Joneses, the spots turn the old adage about card play on its head through the stories of people who treat real life situations as if they were a game of stud. Mel Gragido was executive producer for The Joneses.
Go Big opens on a wedding and a groom who cant decide what to do when the big moment arrives. Like kibitzers at a card game, the grooms men pester him with advice. Some want him to ?call?go through with it. Others insist he should ?fold. The brides maids think the poor sap is bluffing. A guy sitting six pews back rises from he seat and shouts, ?Go for it. That seems to buck up the grooms courage and he mouths, ?I call.
Brothers Kevin and Michael Goetz, who created the spots directly for World Poker Exchange, wanted to take an approach that was different from other gambling spots. ?Every commercial wed ever seen about poker took place around a card table, Michael Goetz said. ?So we thought it would be fun to go outside the casino. Because poker is often compared to life, we began thinking of ways of applying poker to real life situations.
With that as their starting point the Goetz Brothers wrote scripts for several potential spots. Gragido, meanwhile, came up with the campaign tagline, ?Play the World.
Being avid poker players themselves, the brothers drew on their own experiences for the second spot in the package, Make Your Own Decisions. It has two men arguing on a desert highway about whether the one guy should call a bet. The bettor is reluctant to go ?all in?put up all of his money?but hes egged on by his buddy (?Dont be a Sally! the friend sneers.), and he decides to go for it. A moment later, hes run over by a truck. The buddy shrugs. ?I guess he wasnt bluffing.
?To go ?all in is a big moment for a poker player, and if you go all in and lose, youre wiped out?you feel like youve been hit by a truck, explained Kevin Goetz. ?The buddy in the spot is modeled after the obnoxious guy who seems to turn up at every card game and pushes you to bet your money.
Although they were working with a limited budget, the Goetz Brothers wanted the spots to have a big, cinematic feel. To help them achieve that they hired feature film cinematographer Guillermo Navarro (HELLBOY, JACKIE BROWN) to shoot the spots.
?We saved money wherever we could so that we had the resources available for the things that really mattered, such as hiring one of the best cinematographers in the industry, Kevin Goetz said. ?As a result, we were able to deliver two spots?and two lifts?that have the quality of the best national commercials.
For more information about The Joneses, call (212) 331-1201. The company is located at 41 East 11th St., 11th floor, New York, NY 10003. It is represented in the East by Marianne McCarley, (212) 604-0440 and Mary Ford, (212) 324-2408; in the Midwest by Doug Stieber & Co., (312) 222-9595 and in the West by Grace Silverstein of Reel Grace, (310) 260-9886.
Title: Go Big, Make Your Own Decisions
Client: World Poker Exchange
Artisans client: The Joneses
Agency: G3, Los Angeles. Mel Gragido, Kevin Goetz, Michael Goetz, creative directors / art directors / copywriters; Mel Gragido, producer / account director.
Production Company: The Joneses, New York. The Goetz Brothers, directors; Guillermo Navarro, dp; Mel Gragido, executive producer; Beth Aranda, line producer.
Location: Los Angeles locations.
Editing Company: Lux, Santa Monica, CA. Peter Tarter, editor; Tatiana Derovanessian, executive producer; Megan Welsh, post producer.
Post Facility: Encore, Los Angeles. Mike Cosola, colorist.
Visual EFX Company: Lux, Santa Monica, CA. Josh Kirschenbaum, compositor.
Audio Post House: RavensWork, Venice, CA. Eric Ryan, mixer.
Sound Design Company:Lux, Santa Monica, CA. Peter Tarter, editor / sound designer.
RavensWork, Venice, CA. Eric Ryan, mixer / sound designer.
Related Keywords:The Joneses, The Goetz Brothers, Mel Gragido