Population Statistic: Read. React. Repeat.
Tuesday, November 08, 2021

air deflated
The latest Gatorade television commercial has been causing a stir among sports fans. Dubbed “Winning Formula”, it plays visual tricks with famous moments in sports history, including Michael Jordan’s winning bucket versus Cleveland’s Craig Ehlo. The idea is that greatness is measured in fractions — and of course, a certain sugar-sodium elixir can boost performance enough fractions over the line to turn you from chump to champ.

Darren Rovell, as part of his Gatorade enthusiasm, has been dissecting the ad pretty thoroughly. In addition to pointing out that the famous Joe Montana-Dwight Clark catch took place on third down (chalk that up to dramatic license), he interviewed Nicky Furno, senior producer at Element 79 who conceived the ad.

Furno provides some surprising revelations about the making of “Winning Formula”, especially about the presumed CGI effects:

[Darren Rovell]: So how did you actually do all this? Was it just clicking around the mouse on the computer?

Nicky: No. It took place on a sound stage in California. We built an extremely large platforms and each one represented the area of play. Through research we figured out where the camera angles from the original footage were coming from and we spoke to broadcasters to figure out where they normally positioned their cameras. We also had to know the film that they used so that the speed would be right. The Montana-Clark moment was filmed in 35mm and the other two were filmed with Betacam SP.

[DR]: So I assume you then brought in the body doubles.

Nicky: Yes. We managed to find a fantastic guy in Los Angeles who had the frame of Jordan and moved in the same manner. He didn’t look like him, but we did a face replacement in the end. The guy we got for Craig Ehlo actually resembled him. So we got the Jordan double to shoot the ball in a different manner so that we could change the trajectory of the shot and then, through motion control, we had the camera mimic the exact movement of the original shot.

[DR]: Did you then just splice in the crowd?

Nicky: No. We actually brought in a crowd to respond in a different way. Because in the actually highlight, the shot goes in and the crowd is bummed. We replaced them with what we filmed — people celebrating.

So sometimes, warm bodies are a necessity. Although I have to say, I could see the incongruity between the “Jordan” body and the face in the ad. I figured it had more to do with having to CGI the new reaction from the missed shot, rather than a body double.

- Costa Tsiokos, Tue 11/08/2021 11:12:28 PM
Category: Advert./Mktg., Sports | Permalink | Feedback

It’s not easy for an ad agency to really stand out. The nature of advertising is imitative — this morning’s innovation routinely becomes this afternoon’s trend.

So it’s impressive that Crispin Porter + Bogusky has been making a mark for itself with its distincitive work for Burger King and other big-league clients. The New York Times does up a profile of the quirky Miami agency as it faces the perils of growth and success.

I’ve been impressed with Crispin’s work, and expect it to continue to impress me.

- Costa Tsiokos, Tue 11/08/2021 10:11:25 PM
Category: Advert./Mktg., Business | Permalink | Feedback

cover me
Condom comedy, you gotta love it. (Does anyone even call them “rubbers” anymore?)

In the interest of making the above image more search-engine friendly — and to make a more reliable record of the jokes — here are the corporate slogans, made funnier by the jimmyhat association:

Nike - Just Do It

McDonald’s - We love to see you smile

Chevy Trucks - Like a rock

Pringles - Once you pop, you can’t stop

KFC - Finger lickin’ good

Bounty - The quicker picker upper

Talk about brand erection extension…

(Via allralph.de)

- Costa Tsiokos, Tue 11/08/2021 08:56:27 PM
Category: Advert./Mktg., Comedy | Permalink | Feedback (3)