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The Banterist interviews Joe Lawson, the copywriter behind "Tiny House" Geico spot where Joe shares gems like this:
The most important thing is to avoid big industry functions. That way you're not reminded of the transitory nature of goodness in advertising. Every once in a while, if you are lucky, you catch the tail of an opportunity and put something on TV that doesn't annoy people, but most of the time 99% of us are producing crap.All I want to know is who was the Art Director? Even Joe admits "The networks were all over our asses about the fact that it looked so authentic", so share the glory Joe, who made it so? ;)
Super adgrunt can relive the ad here Geico - Tiny House (2004) 0:30 (USA)
Joe Lawson emailed me a reply to the credits/who was the Art Director question:
His name is Noel Ritter and obviously this spot would not have happened without him or our producer Brad Powell. The credit for the look and authenticity of that spot, however, go to six people and six people only (Noel would agree.) I only wish I had mentioned them in the interview. Will Speck and Josh Gordon (Speck/Gordon), the directors, geniuses on every level, and their DP and their production designer, Floyd Albee. Paul Norling, the editor at Filmcore/Santa Monica. The editing is perfect and in keeping with the genre, plus we shot on video so there were hours of footage. Paul's cut added a lot of humor and he found the music, which I think is brilliant. The graphics also played a huge role in the spot and were masterfully done by Claus Hansen at R!ot/Santa Monica.
Every commercial is a team effort, but we had a dream team on this one.