After the Sports Blitz, Ad Blitz
February 5, 2012 by Screenmag
With the latest Super Bowl behind us, it’s time to reflect and vote and what is clearly the most important aspect of the annual event: the ads.
When there’s voting, of course, there needs to be a promo and this year for the third time, Google turned to Chicago-based Protokulture to produce the spot for this year’s YouTube AdBlitz.
The 56-second long promo shows a series of super bowl parties where people are reacting to what the viewer thinks are touch-dons, field goals and interceptions. In reality they’re reacting to commercials.
Protokulture produced the entire spot from concept, through shsooting directing and editing.
“We initially pitched six ideas and they picked our leading choice,” says John Michaels, creative director at Protokulture. “It’s always nice when a client does that.”
The production schedule was a total of 20 days from the initial client call to the final output of the promo in order to make the Super Bowl deadline.
The spot promotes the Ad Blitz, a branded page where all the Super Bowl spots are now online for viewing and voting. On Feb. 18, the votes will be tabulated and the winning spot will be displayed on the YouTube home page.
“I was thrilled to have the client give us the creative latitude with the concepting,” Michaels says. “I think, overall it helped, not only the messaging but the flavor and the mood of the piece were enhanced beyond expectation. It’s always fun to see people over-reacting to sports, at 120 frames per second.”
CREDITS:
Client: Google
Product: YouTube AdBlitz
Creative Director: Protokulture
Director: John Michaels
Director of Photography: Pete Biagi
Editor: John Michaels
Visual Effect Artists: Ben Christie, Ian Merrill
Producer: Jenny Napier
Sound Design: Open Sky