My Super Bowl Ad Attempt

“The National Football League’s Super Bowl is not just the crowning glory of American Football. It is the Super Bowl of Advertising , the most watched, most anticipated, most expensive, most influential arena for major-television advertising.”
Bernice Kanner
The Super Bowl of Advertising

It’s estimated that 100 million people will be watching the Super Bowl this year. Of course, there’s a lot more going on than just football. In fact, you don’t even have to be a football fan to get caught-up in all the activities. Some churches even build their Sunday evenings around the big game by using their large screen projectors to show the game. Can stained-glass John Elway and Jerry Rice be far behind? (I’m afraid to Google that one.) Perhaps the culture war is over.

For the last couple years Doritos has sponsored a competition where anyone can submit a commercial with the winning ad playing during the Super Bowl. Since ads during that time usually cost around $3 million per thirty-second slot it was a bold move. But last years’ ad actually was rated higher by viewers and critics than many of the expensively produced high quality commercials. It’s one more link in the chain that is an indication of the direction that media is heading.

This year a freelance edited I use and his buddy wanted to compete in the Doritos ad so we spent a little time talking through ideas and I helped them flesh out a concept. A couple days later they shot and edited the spot and I was so inspired that I decided a day before the deadline to do one myself. I called a friend of my, spray paint artist Paco Rosic, and told him my idea and we shot it in two hours and it took me about two hours to edit. I was the entire crew and Paco’s girlfriend, Amy Anderson, was the additional talent.

Since I had little time (four hours) or money (under $10 for two bags of chips) invested in the little project. I wasn’t too disappointed that of the 4,000 commercials submitted this year that I didn’t make the top five. (Though the $25,000. each of them received, or the million dollar top prize, would have been nice.) But I’ll be watching tonight during the Super Bowl to which Doritos commercial(s) air. And I’ll take great solace in a couple friends who will tell me, “Dude, yours was way better than….”

But it was a good excercise in embracing your limitations and creating something. You never know where these things will lead. (Back in 2006 I produced a short video for Paco’s website and it ended up on the front page of Yahoo! for about an hour with a link to a news show they had back then called The 9 with host Maria Sansone. It landed Paco an appearance on Rachael Ray’s TV  Show.)

Keep in mind what you are about to see is the result of three people working half a day, not a production and advertising team if dozens of people and weeks or months of preparation. Let me know how it stacks up against the big dogs. (Best viewed in the 720p HD version.)

For those interested in the technical aspects, I shot it on a Panasonic HPX 170 P2 camera, 720p mode, Miller tri-pod, and two Arri lights  (a 300 fresnel and one open face 1K with a Chimera small softbox. Editing was done on Apple Final Cut Pro.

Scott W. Smith

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The 48-Hour Film

“I shoot video because it gives me freedom as a filmmaker to try new things.”
                                                                                                Mike Figgis
                                                                                                Writer/Director
                                                                                                Leaving Las Vegas  

“Montage is conflict.”
                                                                                               Sergei Eisenstein 

 

 

Since my last post was on the six-word story, I thought it would be a fitting place to talk about the 48 hour film.

A couple weekends ago I made a film as part of The 48 Hour Film Project taking place in Des Moines, Iowa. Below the film titled “Heart Strings” I’ll talk a little about the process of making that film.

This is my third year doing The 48 Hour Film Project in Des Moines. The past two years my films have won best cinematography against the 35+ teams competing. This year I really wanted to take a shot at making the best film.

The first thing I noticed is in these sort of things comedy does very well so I had in mind that I’d make a film with a humorous angle. I also decided that I wanted to shoot in one location and be done shooting by Saturday morning. Local artist Paco Rosic (www.pacorosic.com) has a restaurant here and said we could shoot there after 10 PM. 

Then we had a handful of people that had agreed to be in the film if I needed them. My goal was to use only two or three people. I really was aiming for simplicity. On Friday night we drew romance as the genre we had to make and the idea of speed dating came to my mind in about ten seconds.

Which of course fit the talent pool I had gathered– a mix of men and one women. Paco ended up as one of the actors and not only gets the girl at the end of the movie, but he edited the film as well. He is a talented artist and who has a non-linear editing system in his loft near the restaurant.

You learn to go with the flow when you’re making a film in 48 hours. I had an editor and a DP both from Minneapolis who had to pull out of helping just days before the shoot so I was glad Paco wanted to take a stab at editing it. Local grip and lighting specialist Jon Van Allen decided he could help out and the film would not have been as good without him. He brought not only his talent, but his fully equipped grip trailer and an extra Panasonic HVX 200 camera.   

And then there is the lead actress Amy Anderson. This is a classic case of “do what you can, where you are, with what you have.” This was Amy’s first film, but I knew she could play the violin so that would play a part of the story. So she not only was on camera between midnight and 6AM talking to strangers, but she had to perform for the final scene after that. Thank you, Amy.

The entire cast and crew did a super job and it was an enjoyable and stress free shoot. I had written a loose outline of characters and some dialogue and then we just shot a lot of footage picking out the best performances that seemed to have the most conflict in the character Bridget’s search for Mr. Right. 

We turned in the film before the deadline and would have liked more time to tweak the audio–but it is a 48 hour film. Thanks to people lending their time, talent and equipment the total budget was less than 48 bucks. (Probably less than the average lunch for Matthew McConaughey on “Failure to Launch.”)

If you’re a screenwriter who’s never directed a film, events like this are perfect for you to try some new things. It’s also a good chance to let people who have little or no experience to get a glimpse into what it takes to make a film. Believe it or not, an all night shoot is a great introduction to the carnival of a life in the film business.

And if you’re ever driving through Iowa and looking for a unique restaurant check out  Galleria de Paco in Waterloo, Iowa. (The shooting location of Heart Strings.) How many places in the world can you eat shrimp and grits and look at a fantastic spray painted recreation of the Sistine Chapel?

Update: On August 14, The 48 Hour/Des Moines Awards were given out and my little film  “Heart Strings” won best cinematography and an honorable mention for best directing.  

Later that night US Olympic gymnast Shawn Johnson from West Des Moines snagged a silver metal in Beijing. In one of those quirky timing things I drove by Johnson’s high school on the way to the Fleur Cinema where the top 12 48 Hour Films were being shown.

Johnson is one more reminder that Iowa is full of surprises. Check out her website that is hosted by my buddies over at Spin-U-Tech.

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Don’t Waste Your Life (part 3)

“Trouble, oh we got trouble, Right here in River City!”
                                                  Music Man, written by Iowa native Meredith Willson

How high’s the water, mama? 
Five feet high and risin’ 
                                                   Johnny Cash
                                                   Five Feet High and Risin’ 

 

I was supposed to get my haircut today…that didn’t happen.

When the morning begins with a segment of the NBC Today Show in Cedar Falls, Iowa you know there’s trouble in River City. Just two blocks from my office the Cedar River flows. In fact, we chose the name River Run Productions for our company because we saw the river as a metaphor that runs though Iowa and eventually into the Mississippi which eventually runs into the Gulf of Mexico and around the world.

Little did we know when we launched in January of ‘07 that just four months later I would be doing a shoot in Brazil including flying in a seaplane over the meeting of the waters where the Amazon and Rio Negro Rivers meet. 

But back in Cedar Falls today it was a long day of partaking along with hundreds (thousands?) of volunteers (including my partner who lost his home in the Parkersburg tornado two weeks ago) filling and placing sandbags trying to keep the river at bay. So far it’s been working to protect the downtown area, though many people in the low lying areas have evacuated and much of their homes underwater.  And the river is not supposed to crest until sometime tomorrow. 

 

Somewhere between moving boxes of photographs and memories to the basement Saturday night due to a tornado warning and taking the same boxes upstairs this morning in case of flooding, one can’t help but examine what you really need in your life.

I took all of these photos today and will give updates in coming days and then bring it full circle in regard to screenwriting and life.
 

 

 

 

 

 

 

 

 

 

 

 

Wednesday June 11, 2008 Update

The sandbagging on Tuesday paid off in Cedar Falls as the river crested at 2 AM with the downtown being spared from any flooding despite a record level of 102 feet. I drove over to Waterloo to help artist & friend Paco Rosic with his battle to hold back the flooding there from his restaurant/studio. Without much sleep in the last two night he and his father are winning the battle when most have given up.  Here are some shots of the front, inside (the multiple cords going to several water pumps), and view from the back of Galleria De Paco (voted this year as the #1 attraction in Iowa).

 

Thursday June 12, 2008 Update

Where’d all the good people go?
I’ve been changin’ channels
I don’t see them on the tv shows
Where’d all the good people go?
                                                                                                 Jack Johnson
                                                                                                 Good People

The secret’s out, Jack. A lot of those good people are in Iowa. They’re even on tv. NBC Nightly News with Brian Williams showed some of them in last night’s broadcast, including a nurse who volunteered in the morning after working an all-night shift in an intensive care unit. All told, I heard 5,000 people and 250,000 sandbags filled and placed on the levee helped keep the river back in downtown Cedar Falls. (Not that I put myself in the good people category, but I did make a brief cameo on the NBC segment in a non-speaking role as “Volunteer passing sandbag in white long sleeve t-shirt and camera strap around front.”)

It appears the worst is over in Cedar Falls but problems continue to mount in Waterloo, Cedar Rapids, and Iowa City and in other cites across Iowa and the Midwest. All of this reminds me of a quote from Steve Brown who I produced a video for in Nashville a couple years ago:

“The one thing I’ve learned is every day the world rolls over on top of someone who was just sitting on top of it yesterday.”

I don’t think a week goes by when I don’t think of that quote. I used to keep a list I called the roll over club. It contained names like John Kennedy Jr., Princess Diana, Mike Tyson, Kenneth Lay (Enron), Michael Vick, Britney Spears, Barry Bonds…you get the picture.

The point is things change quickly when your sitting on top of the world. I’m fond of pointing to Jon Krakauer’s book Into Thin Air where after reaching the peak of Mount Everest exhausted he took a few pictures and then began his decent. Krakauer writes, “All told, I’d spent less than five minutes on the roof of the world.”

Over the years I’ve seen many people who were at the top of the world before it began to roll: Muhammad Ali, Christopher Reeves, and Michael J. Fox come to mind. Ali continually reminded us that he was “the greatest” though he had to recant that later, when Reeves died due to complications from a horse riding accident that had left him paralyzed one headline read, “Superman Dies,” and Fox had an amazing dream year in his early 20’s when he was the star of the top rated TV program that he shot in the day and then went to his night job shooting “Back to the Future” that would become a #1 box office hit long before his career and life took a blow as he was diagnosed with Parkinson’s Disease.

And in 1990 The New York Times  ran an article on The Man Who Own Prime Time about Brandon Tartikoff who had become the youngest person ever to be chosen the head programmer of a network at 31 and rose to become president of NBC Entertainment. Under his leadership NBC flourished with a string of successes including Cheers, The Cosby Show, LA Law, Family Ties and Seinfeld and for one incredible five year run NBC was the No. 1 Network for five consecutive seasons. Seven years after that article appeared Tartiloff died at age 48 from Hodgkin’s disease. 

Despite human’s great accomplishments, the above stories and this recent flood are reminders of how fragile we are. 

Whatever mountain top you are reaching for know that if you are one of the fortunate ones who gets to the summit you don’t get to stay up there very long. An acting teaching once told me “When your feet hit the ground in the morning if you don’t want to be an actor more than anything then don’t pursue it because it’s too hard to make it and too hard to stay if you do make it. So unless you love acting it’s not worth it.” That’s great advise for the screenwriter as well.  

In the June 5 issues of Time magazine there is an article called “How to Live Live With Just 100 Things.” Lisa Mclaughlin writes, ‘Excess consumption is practically an American religion. But as anyone with a filled-to-the-gills closet knows, the things we accumulate can become oppressive.” Dave Bruno started what he calls “the 100 Thing Challenge,  a grass-roots movement in which otherwise seemingly normal folks are pledging to whittle down their possessions to a mere 100 items.”

Maybe trading in your multiple piece spoon, fork and knife set for a spork won’t bring the Jewish concept of Shalom or peace (what Cornelius Plantinga Jr. calls “universal flourishing, wholeness, and delight…Shalom, in other words is the way things ought to be.”)  But maybe it’s a step in the direction of that happy ending we all seek.

I think that is the single greatest reasons why movie audiences yearn for (in some cases demand) a happy ending. Because one of the deepest longings in life is to find shalom. Look at many of the films people return to again and again (The Shawshank Redemption, Titanic, The Princess Bride, Star Wars, Finding Nemo, Rocky, The Wizard of Oz) and you will find this concept over and over again. Most (all?) films at least show a small corner of shalom or it’s opposite, a world lived outside the garden.

Who doesn’t want to have that moment of clarity that Tom Cruise as Jerry Maguire has as he writes his mission statement and says, “It was the me I’d always wanted to be”? 

Often it takes an event like a flood, 9-11 or a death in the family, or a personal illness to get our attention. Out of difficult times we need to have hope that there is a purpose and meaning to our suffering. Let’s not forget those who have lost greatly in the recent tornadoes and floods and pitch in where we can. And in time we’ll hear stories from this flood about how good things came out of the calamity.

Just like the Johnny Cash song Five Feet High and Risin’:

My mama always taught me that good things come from adversity if we put our faith in the Lord.
We couldn’t see much good in the flood waters when they were causing us to have to leave home, 
But when the water went down, we found that it had washed a load of rich black bottom dirt across our land. The following year we had the best cotton crop we’d ever had.

Sunday June 15, 2008 Update

This morning’s early morning lightening storm was kind of an exclamation point to two weeks of strange weather for the area.

And all the flooding in Iowa proves one thing: Jay Leno was wrong. Back in the first week January just before the Iowa caucuses he said that the word caucus was an Indian word meaning the only day of the year anyone pays attention to Iowa.

From two weeks ago when Parkersburg and other towns where hit by a tornado to the flooding of last week has provided the national press with lots of dramatic images.

Things began to return back to normal in Cedar Falls on Friday when the downtown ban was lifted and the national guard moved on. By Friday night hundreds of people had gathered in Overman Park to watch a movie in the park. Late Saturday afternoon I rode my bike downtown and saw Cup ‘O Joe was open on Main St. and the distinct sound of a Bob Marley song was being performed live at The Hub: 

Don’t worry about a thing,
‘Cause every little thing gonna be all right.
Singin’: “Don’t worry about a thing,
‘Cause every little thing gonna be all right!

                                            Bob Marley
                                            Three Little Birds

 

 

Wednesday June 18, 2008 Update

It’s tough out there
High Water Everywhere
                                                                               Bob Dylan   
                                                                               High Water (For Charlie Patton)
 

It’s hard to believe that is less than a week that flooding in Iowa alone as displaced tens of thousands of people and caused over $1.5 billion in damage. It’s a classic man vs. nature battle that will also have long a term economic impact.

Just about a month ago I did a couple days location scouting for Drew Barrymore’s directorial debut Whip It in the very areas being hit by flood waters; Waterloo, Cedar Falls, Vinton and Cedar Rapids. Probably a good choice by Mandate Pictures to shoot their roller derby film later this summer in other states. 

But those areas will rebound because that’s what good Midwestern people do. And I thought I’d share with you some photos from this part of Iowa that I hope will be a refreshing break from the images you are seeing on the TV day after day. 

  

 

 

Photos and text copyright ©2008 Scott W. Smith

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