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Mad Mad Judy Defines Happiness in Dunkin' Donuts Ad Campaign

Editor Steve Hamilton of Mad Mad Judy (February 06, 2006)

Editor Steve Hamilton of Mad Mad Judy just completed a new, live action/cel-animated hybrid campaign for Dunkin' Donuts and ad agency Hill Holliday. Directed by Rick LeMoine of Biscuit Filmworks, the two 30-second spots, entitled "Happiness" and "Jackhammer" began airing today, with "Happiness" featuring animation by Saul & Elliot of Curious Pictures.

To view the new campaign, go to:

"Happiness" begins with a construction worker taking a much-deserved break. Just as he bites into his new delicious breakfast sandwich from Dunkin' Donuts, the narrator asks: "What is happiness?" Little animated blue birds appear around the man, singing joyfully. He reaches out his finger to one of them. As we pull back, the man is surrounded by animated blue birds and his co-workers look on and note with deadpan earnestness: "That must be some sandwich." A bus wipes the frame revealing a woman on her morning commute smiling happily. Also encircled by the blue animated birds, she consumes her own Supreme Omelet sandwich from Dunkin Donuts.  "Jackhammer" also features a construction worker, this one hard at work jack-hammering a long swatch of sidewalk.  His boss looks on approvingly at all that he's accomplished, but then puzzles over the fact that the jackhammer is not plugged in.  The mystery is soon solved as the man stops, takes a big swig of his espresso laced Dunkin Donuts Turbo Hot Coffee and then powers on.  The message, Turbo Hot will "power" you through your day is revealed in the VO.

Hamilton notes, "I was particularly drawn to this campaign because, while there is a lot of excellent construction worker humor out there, this one really pushed the envelope with its dialectic between "macho" and "cute."  It pushed things right to the limit, and then it took another couple of steps right over the line!  How could you pass up an opportunity to do that?"

Client: Dunkin' Donuts
Spot Titles: "Happiness," "Jackhammer"
Airdate: January 31, 2006

Advertising Agency: Hill Holliday/Boston
Art Director: Bob Pirrmann "Jackhammer"; Darren Bult,  "Happiness"
Copywriter: Scott Noble   "Jackhammer"; Neal Hughlett "Happiness"
Producer: Scott Hainline

Production Company: Biscuit Filmworks/Los Angeles, CA
Director: Rick Lemoine
Executive Producer: Eric Stern, Shawn Tessaro
DP: Kris Kachikis
Producer: Scott Craig

Where shot: On location near Los Angeles, CA

Editorial Company: Mad Mad Judy/New York
Editors: Steve Hamilton
Producer: Heather Brown
Assistant Editors: Jeff Drury, Melissa Unger

Animation Company: Curious Pictures/New York
Animators: Saul & Elliot
Producer: Meredith Brown

Postproduction Companies: Moving Images/New York & Guava/New York
Colorist: Milan Boncich (Moving Images)
Producer: Steve Bodner (Moving Images)
Online Editor and Compositing: Alex Catchpoole (Guava)
Producer: Charles Self

Music Company: Kondor Music
Composer: Robbie Condor ("Happiness")

Sound Design Company: Mad Mad Judy/New York
Sound Designer:  Steve Hamilton

Audio Post Company: Sound Lounge/New York
Mixer: Glen Landrum

About Mad Mad Judy & Editor Steve Hamilton:
Editor, artist, and sound designer Steve Hamilton started Mad Mad Judy in 1999. He created the boutique post-production house to balance his work with high-profile commercial clients with his art and film projects that push the boundaries of emerging digital technologies, as well as push buttons socially and artistically. Mad Mad Judy, located in West SoHo, NY sports its trademark bright green floor, breathtaking Manhattan view, and outdoor terrace to accommodate and inspire creativity.

Recent projects for Mad Mad Judy include director Hal Hartley's newest feature film, "The Girl From Monday," which made its debut at the 2005 Sundance Film Festival and then screened at Moma as part of the Premieres series, celebrating the re-opening of the museum. The film had a theatrical release in the U.S. last spring and is currently being distributed on DVD by Netflix and The Possible Films Collection, which is a new company recently founded by Hartley and Hamilton. The company's first theatrical release was Director Richard Sylvarnes' "The Cloud of the Unknowing" at the Pioneer Theater in New York last fall.  PFC has also released a DVD compilation of Hartley's short films entitled  "Possible Films--Short Works by Hal Hartley 1994-2004." The company is currently distributing the CD "Possible Music - From the Films (ETC) Of Hal Hartley" and "The Girl From Monday" soundtrack. Mad Mad Judy and Steve Hamilton have also recently made contributions to major museum installations from Pierre Huyghe and Matthew Barney, and Steve had a solo exhibition of his own artwork at The Triangle Project Space in San Antonio, Texas. He recently performed live sound design for choreographer Cathy Weis' new theater project "Electric Haiku: Calm As Custard."

On the commercial front, Mad Mad Judy's Steve Hamilton edited a recent Dunkin Donuts campaign via Hill Holliday, which garnered a prestigious Hatch Award by The Ad Club of New England. Hamilton was also instilled with a complex editing challenge for Oreo's via FCB/New York where he sifted through a decade's worth of archival footage to "celebrate the union of Oreo cookies and milk," culminating in a 30-second spot and three 15-second pieces. Other new commercial projects include spots for Volvo, Miller Beer, Aunt Jemimah and a half-hour, reality-show-inspired, branded entertainment piece for Optimum Digital Cable and production company @radical Media. Hamilton has just provided editorial and sound design for a Blue Cross/Blue Shield campaign, a campaign, as well as three recent XM Satellite commercials.

Mad Mad Judy is located at 180 Varick Street, New York, NY 10014.
t. 212.807.9111 f. 212.807.1119

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Related Keywords:Mad Mad Judy , Dunkin Donuts Ad Campaign, ad agency Hill Holliday, Editor Steve Hamilton


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