I am WELL aware of how annoying this brand and these commercials have been for almost an entire decade. However, I think there’s value in showing this particular era of LMI advertising. A simple editorial tweak took people complaining in front of the Statue of Liberty (for some reason) and opened the door into the more absurd places they’ve gone today. Working with a naturally risk-averse client (obviously) means you have to take baby steps. They trusted us to start injecting more humor into their work and I believe we succeeded.
If there was one thing I learned from working on this client, it was the art of efficiency. These broadcast productions had to create content that could run for an entire year. We took advantage of our shoot days to create online videos during lighting changes in order to walk away from our shoots with more than just thirty second spots.