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The Joneses Adam Jones Delivers for The Washington PostReal People Spots Highlight Readers? Attachment to the Paper
Real people describe the real reasons they read the newspaper in a new campaign for the Washington Post directed by Adam Jones of The Joneses. The eight spot package is the most ambitious broadcast campaign ever for the venerable newspaper, and the first TV creative from Washington agency Adworks since it won the account last year.
Each spot features a different individual offering a truthful, if quirky, testimonial to the paper. In one ad, a young woman tells how she reads the sports page to impress her boyfriend. She calls the paper ?an instruction manual for boys. A bicycle messenger notes that she keeps the papers crossword puzzle attached to her clipboard as she makes her rounds. Many of the speakers also refer to the papers low price. Jazz musician and ?D.C. legend Chuck Brown, observes, ?What else can you buy for 35 cents?
While the Washington Post has a world-class reputation for its news and political coverage, the commercials focus on the idiosyncrasies that actually drive locals to buy the paper every day. ?The last thing we wanted to talk about was the front page, Jones observed. ?We wanted to know what gives people their quick fix.
To find out, the agency went straight to the source, interviewing actual readers of the newspaper. Ultimately some 150 regular readers were brought into a casting session with Jones through which the final eight were chosen.
In addition to having good stories to tell, the eight readers represent different ethnicities, income levels and geographic points within the Washington area. These differences are highlighted by the background environments Jones sets the speakers against. A university professor, who tells how the Posts family advice column helped her resolve an issue with her mother-in-law, stands before a neat row of suburban homes. The love struck young woman who reads the sports page is revealed inside a corporate supply room.
The readers tell their own stories in their own words. Getting people who have never been on a film set before to speak about themselves in a relaxed manner can be difficult, and Jones put considerable effort into making his subjects feel comfortable. ?I told them to forget about the cameras and the crew, and to think of it as just the two of us chatting, he recalled. ?I wanted their conversation to come off as candid and real. I wanted them looking into the camera and speaking as though they were whispering to a friend.
Jones previously collaborated with Adworks on a campaign last year for the website, WashingtonPost.com. The package, promoting the sites classified ad section, earned Jones a World Medal at the New York Festivals in 2004.
For more information about The Joneses, call (212) 677-7770. The company is located at 57 East 11th St., 3rd 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 and Southwest by Mellors & Company, (818) 761-4520.
Client: Washington Post
Adworks, Washington, D.C. Mark Greeenspun, creative director; Lisa Biskin, copywriter, John McEown, art director; Greg Meny, producer.
The Joneses, New York. Adam Jones, director; Pam Rohs, executive producer; Anghel Decca, director of photography; Jan Scott, producer.
Creative Bubble, New York. John Tierney, editor.
Tequila Mockingbird, Austin, TX.
Moving Images, New York. Milan Boncich, colorist.
Creative Bubble, New York. Martin Lazaro, Flame artist.
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