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Uncle gives advice for ArcoDirector Wayne Holloway Directs Four-Spot Campaign Urging Consumers to ?Never Pay Too Much for Gas?
UNCLE director Wayne Holloway has completed a four-spot campaign for Arco fueling stations. The spots were completed for ad agency Ogilvy & Mather and , edited by Nick Lofting at Union Editorial and promote the retail gasoline brands motto ?Fill Smart.
Each spot features vignettes in which one character doles out wisdom to another. The unexpected premise at the end of each ad is the final piece of advice: ?Never pay too much for gas.
In one ad, a man sits his son down for a serious heart-to-heart. ?Listen, its time that you knew some things? he starts. The phrases, ?youre at that age? and ?youre a man now? are interspersed with close-ups of the mans uneasy face and the sons expectant gaze, but are spliced together so that the audience never hears the end of the sentence. The father finally gets the courage to broach the subject, which isnt about the birds and the bees, or staying off drugs, but to ?never pay too much for gas.
A sushi master instructs his hapless American apprentice on the art of rice in another spot. ?You must start with the freshest fish, the wizened elderly man states. He then teaches his pupil how to massage the rice without bruising it, and closes with ancient Japanese wisdom, ?Never pay too much for gas.
Other ads include a golfer teaching his friend the proper way to swing, and a life coach getting one last piece of advice in before the timer goes off.
Said director Wayne Holloway, ?This was quite a tricky campaign. The comedy is not slapstick or over the top by any means, but very subtle and a bit strange. This project was also a great opportunity to work with a talented creative team at a great agency.
Ad Agency: Ogilvy & Marther / Culver City, CA
Chief Creative Officer: Dan Burrier
ACD/Copywriter: Ian Graham
ACD/Art Director: Jeff Compton
Producer: Angela De Oliveira
Account Director: Jyoti Sarda
Asst. Account Executive: Beth Fuger
Production company: UNCLE / Santa Monica, CA
Director: Wayne Holloway
Executive Producer/President: Eric Bonniot
Executive Producer: Nancy Osborne
Producer: Stephanie Bedell-Quartararo
Editorial Company: Union Editorial / Santa Monica, CA
Editor: Nick Lofting
Producer: Megan Dahlman
Dailies/Final Transfer: The Syndicate / Santa Monica, CA
Colorist: Bob Currie
Related Keywords:UNCLE , Wayne Holloway , Nick Lofting , Union Editorial