This Third ADDY Win For Cross-Platform Campaign, ‘Only The Name Remains,’ Follows A Silver ADDY Garnered By ‘The Pick Up,’ The First Of A Trio Of Spots Revealing Its Dramatic, Spy-Themed Plot
Burrell Communications called upon Territory founder and editor Terry King to cut a trio of dramatic, cinematic-style spots introducing the 2013 Toyota Avalon cross-platform campaign, ‘Only The Name Remains.’ Directed by Anthony Hoffman of Believe Media, the integrated package won a Silver 2014 National ADDY at the American Advertising Association Awards (AAAA), a Gold ADDY at the District level and a Silver at the Chicago event – all in the ‘Digital Advertising Campaign’ category. The wins follow the first commercial in the mini-series, ‘The Pick Up,’ taking home a Silver ADDY in the ‘Automotive’ category.
The fast-paced, spy-themed campaign features Golden Globe winner Idris Elba (The Wire, The Office, Luther,) in the role of a secret agent eluding his nemesis as he puts the Avalon through its paces. While his skillful driving and quick maneuvering of the car enable him to get away – it’s the groundbreaking new design of the Avalon that ultimately foils his enemy’s efforts: They simply don’t recognize it as an Avalon. The redesigned of the vehicle is so radically different from its predecessor that ‘only the name remains.’
Lewis Williams, the agency’s chief creative officer, helmed the project, and CD/copywriter, Munier Sharrieff lead the creative team, working closely with King and Hoffman to bring their vision of the dramatic, high-speed, integrated broadcast and digital campaign to life.
“This was a great idea that had an all-star cast both in front of and behind the camera,” says Williams, “It’s storytelling, music and editing at its finest. The agency and our client Toyota are very happy with this one for sure.”
The 60-second broadcast spot, “The Pick Up,’ was shot on Los Angeles’ inner city streets, providing King with a rich variety of footage as he cut the commercial, which kicks off the three-part action-driven storyline. The intrigue continues with the 30-second commercial ‘Check Point,’ which follows Elba and a mysterious passenger down an isolated wooded road where they effortlessly get past a road check, thanks to the unrecognizable new look of the Avalon.
The last spot, ‘Get Away,’ also cut by King, ends the trilogy as Elba and his seemingly elderly male passenger, (who takes off a mask, revealing that the person is actually an attractive woman,) make their way to a private airstrip and execute their well-planned escape. The cliffhanger directs viewers to the digital realm, http://www.onlythename.com , where they can interact with the scenario as they learn more about Avalon’s cutting-edge features.
“The creative called for a very specific dramatic spy flick look and, having worked with director Antony Hoffman before, I went into the edit session confident that we had the kind of high octane footage of Idris at the wheel that would be essential to achieving our goal,” says King. “Antony has incredible editorial instinct, and being in L.A. during the production enabled me to work closely with him, which was key to maintaining the momentum and stylized look we were going for – and made for an efficient shoot.”
King and the crew at Territory, his full service editorial, VFX and finishing facility in metro Detroit, are frequently called upon by regional, East and West Coast clients, to cut spots on location, providing the kind of close collaboration with directors and creatives that invariably takes spots to the next level.
For the Toyota Avalon package, King set up shop at the studio in L.A. during the shoot, where he cut the spots, and then travelled to Chicago to get input from the creative team at the agency. He then returned to Territory’s 13,000 square foot state-of-the-art facility where he made final tweaks before tapping into its full service capabilities, collaborative creative team and fluid, efficient workflow.
The project went from editing to finishing at Territory, with VFX editor/compositor Brent Edwards using the cutting-edge features of its Quantel Pablo Rio along with Adobe Creative Suite and Mocha, to push the creative envelope, delivering both HD and SD broadcast spots, as well as 15-second versions for the digital campaign.
Territory is a full-service editorial and postproduction boutique driven by award-winning multi-disciplined talent committed to the craft of creating visual stories that engages audiences and connects them to brands. We offer a one-stop approach to a full range of editorial, finishing, color grading, VFX, audio and sound capabilities that clients can tap into, enabling us to seamlessly take their projects from rough-cut through delivery.
TERRITORY is a certified minority owned and operated company with accomplished talent and a prestigious roster of national and regional work. To learn more visit our website at http://www.territorypost.com.
Product: Toyota Avalon 2013
Type: Broadcast/Digital Campaign
Campaign Title: “Only The Name’
‘The Pick Up’: National Broadcast Spot (:60) Digital Spot (:15 Lift)
‘Check Point’: National Broadcast Spot (:30) Digital Spot (:15 Lift)
‘Get Away’: National Broadcast Spot (:30) + Digital Spot (lift :15)
Talent: Golden-Globe winner, Idris Elba
Advertising Agency: Burrell Communications (Chicago, IL)
Chief Creative Director: Lewis Williams
Creative Director: Munier Sharrieff
Art Director: Rachel McClean
Producer: Shirley Porter
Copywriter: Munier Sharrieff
Production Company: Believe Media
Director Antony Hoffman
Producer: Lisa Hollingshead
Editorial + Finishing Company: Territory (LA, Metro Detroit)
Editor: Terry King
Finishing: Brent Edwards
Producer: Joan Porter
Visual FX Company: Territory (LA, Metro Detroit)
VFX Artist : Brent Edwards
Visual FX for Titles : Vitamin Productions (Chicago)
Color Correction Company: Filmworkers (Chicago, IL)
Colorist: Michael Mazur
Music and Sound Design: Q Department
Composer: Guin Frehing
Audio Post: Chicago Recording Company (Chicago, IL)
Mixer: Mark Ruff