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Ringside, GTN Team with Campbell-Ewald to Create an Homage to Chevy

Super Bowl Spot Features Mary J. Blige, Dale Earnhardt Jr. and Other Celebrities (February 14, 2007)

DMN Newswire--2007-2-14--Ringside Creative performed creative editorial work and GTN provided a complete package of HD post production services for a Chevrolet spot that debuted on this years Super Bowl broadcast. Conceived by Campbell-Ewald, Aint We Got Love features a host of celebrities and other people singing popular songs about Chevy cars and trucks. Mary J. Blige, Johnny OConnell, Big N Rich, TI and Dale Earnhardt Jr. are among those who appear in the spot.

The aim of the spot, notes Campbell-Ewald producer Joe Knisely, is simple: to celebrate Americas love affair with Chevrolet. ?There have been more than 700 songs written that refer to a Chevy, Knisely said. ?It was a great way to show how omnipresent Chevy is in the car culture and the spread of the brand.

Ringsides Charlene Dwyer edited the spot composing the 60-second montage from more than eight hours of source material. ?We tried a lot of different formulas, said Dwyer. ?We didnt want to be too literal, for example by presenting the songs in chronological order, but it needed to have a nice flow.


 



The vignettes that Dwyer wove together cover nearly the entire Chevy product line and just as many styles of music. In the opening scene, Mary J. Blige strides towards a chauffeur-driven, jet-black Chevy Suburban while singing the blues classic Chevrolet. Thats followed by a scene with a guy at a car show admiring a 1970s vintage Camaro. Hes crooning Elton Johns Crocodile Rock. Dwyer deftly makes it all feel seamless, even while shifting between strikingly different musical styles. One cut moves from Big N Rich singing their rollicking hit Save a Horse?Ride a Cowboy to rapper TI performing his song Top Back.

?A lot of it came together during the quiet times when we were working late at night, recalled Dwyer. ?We tried different ideas that the agency had or that we came up with on our own.  It was a great collaborative effort.

GTNs role included color correction, editorial finishing and audio post. Adolfo Martinelli was the colorist and assumed the task of creating a consistent look from footage shot in different locations and at varying times of day. ?Adolfo brought out the best in (director) Paul Hunters footage, Knisely observed. ?He did a wonderful job.

Achieving consistency in the audio was also a challenge. ?The spot has people like Mary J. Blige who have great voices as well as race car drivers and others who are not professional singers, noted Jay Scott who shared mixing duties with John Garstecki. ?We had to find a way to move between them without it appearing jarring. Scott credited New York music house JSM with aiding in that task, noting that they supplied the instrumental tracks that play under the vocals and help to bridge the transitions.

?The mix also had to balance the need to feel the people with the need to feel the music, Scott said.

Final post was handled by editor Richard Newton who used an Autodesk Smoke system to prepare HD and standard def masters. ?It wasnt an easy job, concluded Knisely, ?but Ringside and GTN were partners with us all the way.

Ringside Creative is located at 13320 Northend, Oak Park, MI 48237. For more information call Celeste Edelman (248) 548-5350 or visit www.ringsidecreative.com .

GTN Inc. is located at 13320 Northend, Oak Park, MI 48237. For more information call Kim Fairman (248) 548-5350 or visit www.gtninc.com .

Title:                             Aint We Got Love

Length:                         60 seconds

Client:                           Chevrolet

Agency:                        Campbell-Ewald, Detroit. Bill Ludwig, chief creative officer; Gary Pascoe and Steve Pitsillos, executive creative directors; Susie Campo, art director; Michael Stelmaszek, copywriter; Joe Knisely, producer.

Production:                   HSI. Paul Hunter, director.

Editorial:                       Ringside Creative, Detroit. Charlene Dwyer editor.

Post:                             GTN, Detroit. Adolfo Martinelli, colorist; Richard Newton, final editorial; Jay Scott and John Garstecki, audio mixers.

 


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Related Keywords:Ringside, GTN, Chevrolet, Campbell Ewald, Super Bowl

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