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doug werby Proudly Wears Baggy Pants, But Uses BeltComedy spot targets young males who disregard seatbelt usage (July 09, 2004)
We all know it is a good idea to wear seat belts, and yet some people still insist on going without, risking fines and increasing their odds of dying in a crash. In an effort to drive home the message about the importance of seat belts, Ogilvy Public Relations Worldwide called upon the directorial talents of kabooms doug werby to direct and edit a unique spot for the California Office of Traffic and Safety. The result is the truly original and hilarious ?Baggy Pants.
?Baggy Pants opens on a rear view of a man sauntering down the street, his trousers hanging low, beltless. He enters a café and approaches the counter to order. As he does so, his pants fall down leaving his undergarments exposed and the café patrons and staff less than impressed. The spot ends with the smart tagline: ?When you need a belt, you wear one.
"The demographic we are trying to reach, mainly young males between 18-30, dont respond well to Big Brother type messaging. So we presented the client with this concept, which sells the message with smart humor which doesnt belittle the issue," says Ogilvy Public Relations Creative Director Kris Hanson. "We live in a landscape crowded with heavy messaging, this approach cuts through the clutter. Were very excited about the result and the collaboration with Doug."
?Creatively, I fell for the concept immediately, says director/editor werby. ?I do a lot of spots that have dialogue, but this spot was purely visual and I had ample time to work on the design and execution. I really wanted to build up a stunning misdirect. Here, the viewer can be completely taken away by the visuals and the track, so when the pants drop you go ?What the heck was that? as you are given the spots message. Its simple, funny and effective.
For werby, who worked with Ogilvy PR on last years award-winning ?Dont Trash California spot, trust was at the heart of the project: ?I have been working with Kris Hanson and Jerry Lowe from Ogilvy PR for several years now. With each job we do, we grow as a creative team. This has resulted in a body of work that jumps leaps and bounds with each new project. They often bring me in very early in the concept phase so I can contribute my ideas before they present to their clients. This trust has allowed me to push them creatively and visa versa. They embrace comedy when appropriate because they know the power it has to get the right message to the right people.
In this instance, ?Baggy Pants is aimed at those who let it all hang out when it comes to seatbelt safety. The spot broke on July 1, 2004 in California. The Office of Traffic and Safety has the option of sharing the commercial with other states.
Client: California Office of Traffic and Safety
Spot Title/Length: ?Baggy Pants :30
Airdate: July 1, 2004
Advertising Agency: Ogilvy Public Relations Worldwide/Sacramento, CA
Creative Director: Kris Hanson
Art Director/Copywriter: Jerry Lowe
Production Company: kaboom productions/san francisco, ca
Executive Producer: lauren schwartz
Director/Editor: doug werby
DP: andy lilieng
Producer: lisa bourdeaux
Visual Effects: Ring of Fire/West Hollywood, CA
Executive Producer: John Myers
Creative Director: Jerry Spivack
VFX On-Set Supervisor: Paul Geiger
Producer: Casey Conroy
Inferno: John Ciampa, Mark Robben
Graphics: Andrew Parris
Online Editor: John Ciampa
Music, Audio Post and Sound Design: Bongo Post and Music
Composer: Bob Smith
Sound Designer/Mixer: Bryan Daste
Postproduction Credits: Company 3/Santa Monica, CA
Colorist: Steve Rodriguez
Related Keywords:doug werby, Ogilvy Public Relations Worldwide, kaboom, Kris Hanson, Jerry Lowe, Kris Hanson, lauren schwartz, andy lilieng, lisa bourdeaux, Ring of Fire, John Myers, Bongo Post and Music,