Dear Kaiser Permanente.

I know what it's like. At the presentation you're sold on the idea of a VO, because someone at Campbell-Ewald acted it out so well in an effort to sell you the idea. At the pre-production meeting you keep bringing that VO up, because now your staff of meddlers have all added points to the once powerful and carefully selected set of few words, making it twice as long, and you think twice as powerful. At the post-production meeting you insist on adding something more, like "saving lives" to really really make it extra powerful. You just paid for extra hours of post, copy changes and the VO actress to suck the magic right out of your ad. Sucks to be you.

And then Noam Murro's directors cut sans VO shows you how it really should be done. Less is more.

A Agency: Campbell-Ewald, Los Angeles Chief Creative Officer: Bill Ludwig Client: Kaiser Permanente Executive Creative Director: Mark Simon Creative Director: Mike Conboy Creative Director: Neville Anderson Copywriter: John Dolab Art Director: Chip Kettering Agency Producer: John Haggerty Director: Noam Murro Production Company: Biscuit Filmworks Senior Executive Producer: Shawn Lacy Executive Producer: Colleen O'Donnell Director of Photography: Toby Irwin Line Producer: Jay Veal Editorial Company: Spot Welders Editor: Robert Duffy Music: Nylon Studios Music: Claude Debussey Visual Effects: Animal Logic Executive Producer: Nerissa Kavanagh
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (1)

  • smizzly_bob's picture
    smizzly_bob

    Yeah, putting huge trees in the middle of busy city roads isn't dangerous at all. It goes real well with "saving lives" in the digital age.

    Oct 09, 2009

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