Melbourne International Comedy Festival
Ben Keenan from Grey Agency in Australia just sent us a TV commercial they did for Melbourne International Comedy Festival.
Brand/product advertised: The Melbourne International Comedy Festival
Advert title: Timing is Everything
Agency: GREYAgency, Melbourne, Australia
Creative Director: Ant Shannon
Art director: Connor Beaver
Copywriter: Ben Keenan Director: Connor Beaver / Ben Keenan
Editor: Andrew Cherry
Here’s the press release:
Laugh your head off even before you get to this year’s Melbourne International Comedy Festival
‘Timing is everything’ according to the latest ad from Grey produced on behalf of theMelbourne International Comedy Festival. This unique ad features people laughing raucously to a syncopated and preciselytimed musical beat. It builds a collage of sound and develops a theme that draws aparallel that, as in comedy, timing is everything and this timing dictates to buy yourtickets now.
The execution of this ad was unusual as traditionally a comedy festival would bepromoted using a comedian cracking jokes. This is the first time the ad has beendelivered from the perspective of the audience.According to Ant Shannon, Executive Creative Director, “we actually wanted tocreate an ad that wasn’t deliberately funny, rather we wanted to celebrate theaudience and the experience of attending the festival.
“Well known DJ, Nick Fayer was commissioned to build a soundtrack out of 50 people laughing. He matched the pictures of the ‘laughers’ to canned laughter to create anamazing beat effect that endeavours to conjure up an unconscious and automaticlaughter reflex when viewed on television.
“The production process involved in the creation of this ad was unusual and complexbut the result will give people a chuckle and hopefully encourage them to attend thisyear’s Melbourne International Comedy Festival,” Shannon said.
Thanks Ben for sharing it with us!
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Posted by The Ad Mad on March 29th, 2007,
on Creative Advertising.
March 30th, 2007 at 7:56 am
That’s stupid.
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