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Pennzoil-loving Engine Gets Crude in New Broadcast SpotTool's Tom Routson Leads Effort (June 10, 2004)
Leading commercial production company Tool of North America today announced details of award- winning director Tom Routson's latest project work, a national broadcast spot for Pennzoil via TBWAChiatDay Los Angeles. The colorful spot is entitled "Rejection," and debuted on June 1.
Continuing in its engine-personifying cross-platform campaign that uses humor to build Pennzoil into an iconic brand, this spot combines Routson's directorial talents with animation and visual effects from Digital Domain, telling the story of a man who puts generic motor oil into his car's engine, which then jumps out of the car, approaches the man and spits the oil all over his shoes. TBWAChiatDay's project creative team includes executive creative director Rob Schwartz, creative director/ copywriter Gary Pascoe and creative director/art director John Payne.
Director Tom Routson - whose spots for Pohjola Insurance and Milkybar Munchies were honored as part of the 2003 AICP Show - was attracted to the spot's humor and edge. His favorite moment in the spot? "The guy's reaction at the end... like he's a stunned mouse in a Dixie Cup."
TBWAChiatDay's project team also included director of broadcast Richard O'Neill and assistant producer Julie Rousseau.
For Tool of North America, production was overseen by executive producer Jennifer Siegel, head of production Amy DeLossa and producer Denise Rocchietti. Dan Mindel served as director of photography and the production was designed by Tom Wilkins.
Technicolor Creative Services' colorist for the project was Sparkle.
The team at editorial company The Whitehouse included editor Liveo Sanchez and executive producer Sue Dawson. Digital Domain's team consisted of visual effects supervisor Cris Blyth, producer Karen Anderson, coordinator Susan Long, Flame compositors Dave Stern and Narbeh Mardirossian, Nuke compositor Krista Benson, 3D animators Dustin Adair and John Lima, and 3D trackers Marco Maldonado and Ross MacKenzie.
Original music was composed by David Wittman under the creative direction of David Gold at Elias Arts in Santa Monica, and sound design was handled by Machine Head in Venice, whose spot credits include producer Vicki Ordeshook and sound designer Stephen Dewey. Final mix was handled by Jimmy Hite at Margarita Mix de Santa Monica.
About Tool of North America Established in Santa Monica in 1995, leading commercial production company Tool of North America represents an inspiring group of world-class directors via representatives in LA, Chicago, New York, Toronto and Paris. Owner and award-winning director Erich Joiner continues drawing international acclaim for his high-profile commercials, and an endless array of new projects continues to spotlight the unique talents of directors Sam Cadman, Clint Clemens, Sean Ehringer, Poiraud, Robert Richardson, Tom Routson, Johan Tappert and François Vogel. For more information, please visit www.ToolofNA.com or call 310.453.9244.
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