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Marshall Grupp Creates Sound of Rental Car Hell for HertzSound design enlivens ?Rent Wisely? campaign (June 24, 2004)
Marshall Grupp Sound Design has designed sound for six new spots for Hertz, part of DDB New Yorks ?Rent Wisely campaign. Sound designer Marshall Grupp created the sounds of growling dogs, raging thunder storms and car careening out of control for the package that presents some of the horrors of renting from companies not named ?Hertz.
Fleener presents a spokesperson for the aptly named rental company, ?Expect Le$$, who describes all of the things they do not provide such as canopies to protect against the weather - while standing in a downpour that would make Noah cringe. Grupp enhanced the wet environment by smoothing out environmental sounds recorded during the production and augmenting them with multiple layers of wind, rain and thunder sound effects. He also created the pattering footsteps of customers dashing to their cars on a Foley stage.
For another spot, Grupp created the sad burp of a stress ball handed out by a ramshackle rental company as a means of coping with travel mishaps. ?We experimented a lot with that sound because there was no practical reference, said Grupp. ?We wanted something that seemed realistic but also had the right emotional tone to enhance the joke.
Grupps original sound elements similarly help set the scene and spring the jokes in each of the other spots. His blaring car horns and squealing tires support a scene in Sherpa where a car makes a harrowing U-turn in response to directions from a rental companys Near Eastern guide. Grupp also concocted a variety of canine sounds for Petey about a rental company with a team of four-legged assistants.
Marshall Grupp Sound Design and Music is located at 149 5th Ave. New York, N.Y., 10010. For more information, contact April Jaffe at (212) 388-1212 or visit www.soundlounge.com.
Artisans client: Sound Lounge
Agency: DDB, New York.
Production Company: Smuggler, New York. Neil Harris, director.
Sound Design Company: Marshall Grupp Sound Design & Music, New York. Marshall Grupp, sound designer.
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