Mom chases her little boy through the house, at first glance it looks like they're playing tag but then you'll notice mom is carrying a small blue giftbox. The crafty little kid finds hiding spots and evades his mom, darting down a hallway but is scooped up in his dads arms and caught. That's when we realize, he's been running to avoid being showered in mom-kisses (EW! Mooom!), because he's given Mom a necklace from Kay Jewelers.
"In the Kay campaign, when you give a gift, you're going to get kissed. And little boys go through a stage where they think kissing is icky. We thought it'd be fun to play there," says Bob Merlotti, creative director at Stern.
“We wanted the opening chase scenes to just be about the boy having fun running through the house as his mother playfully chases him – leaving viewers to wonder why she was wanting to catch him. The ‘chase’ builds anticipation and draws the audience into the storyline as it unfolds,” says Ackerman, who significantly crafted the story in the edit. "Keeping all the moments as real as possible helped make the spot fun and avoid clichés."
“All three actors had a very spontaneous, ‘real’ quality and delivered natural performances.’ says Ackerman “I’ve done a fair amount of acting myself. Bringing that unique perspective to the editorial process helps me find those special moments in a performance."
The agency also took advantage of the full range of The Colonie’s one-stop approach to postproduction and executive producer Mary Caddy’s skill at guiding projects from editorial through delivery.
“Complimenting our in-house services and amenities, we maintain strategic partnerships with top-caliber color grading, audio and music companies that enable us to take the reins of every phase postproduction," says Caddy. “That seamless pipeline made working on the Kay Jewelers’ spot an efficient and stress free experience.”
Client: Sterling Jewelers, Inc.
Product: Kay Jewelers®
Spot: ‘The Chase,’ (:30 + :15)
Air Date: April 28th – May 10th 2015
Advertising Agency: Stern Advertising
Executive CD/EVP - Steve Romanenghi
Account Manager/EVP: Doug Cohen
Creative Director/Senior VP: Tom Papadimoulis
CD: Bob Felty
CD: Bob Merlotti
Producer: Chastity Soltysiak
Production Company: Company Films / Los Angeles
Director - Harry Patramanis
Executive Producers: Robin Benson, Richard Goldstein
Head of Production: Robert Nackman
Producer: John Nguyen
DP: David Lanzenberg
Editorial Company: The Colonie / Chicago
Editor/Partner - Bob Ackerman (Avid)
Assistant Editor- Graham Chapman
Executive Producer/Partner: Mary Caddy
Visual FX Company: The Colonie /Chicago
Flame Artist: Tom Dernulc (Audio Desk Flame Premium)
Transfer Company: Apache / Los Angeles
Colorist: Steve Rodriguez
Audio Post Company: Commercial Sound + Image / Cleveland
Mixer: Ed Wolff
Music Company: Hum Music / Los Angeles
Composer: Jason Miller