Faster than a speeding bullet, gyro SF ignites Turn. And the New York Times!
June 7, 2012
I no longer have to be as coy about our first commercial ever- the one with smoking women, guns and, what’s more treacherous, cigarettes! Yes, it’s true. Forgive me God, but my maiden voyage at my new agency (gyro San Francisco) is ripe with deliciously bad behavior. And while I don’t condone smoking, drinking, illicit sex and gun play it sure as hell makes for great drama…and hopefully a fine commercial.
It had better because we’re debuting it on the season premier of Mad Men. The client (the best, most trusting, yet cavalier group of people I’ve ever worked for) is Turn. What they do is deliver advertising to exactly the right online audiences faster than the proverbial speeding bullet. Ergo the most whack product demonstration I’ve ever had the sinful pleasure of producing.
Last I wrote about it, I had to be vague about our Mad Men scheme out of respect to reporter, Andrew Newman. He wanted a scoop and I didn’t want to screw that up. And voila! We have our story: In the New York Times! How exciting is that? Veteran ad sages, Abbey Klassen and Barbara Lippert even provide commentary. And so I held my tongue so that better ones could wag.
Alas, I cannot show you the commercial or the content-laden micro site. Not yet. For that you will need to watch Mad Men’s finale, which I wouldn’t miss anyway.
Bragging aside, I must thank Turn for their enthusiastic support and courage for doing something so remarkable and in such a short time. Though I guess that’s fitting given their business model is predicated on speed and precision.
Thirty days ago this commercial was merely a suggestion made by our agency’s President, Robert Ray (albeit an enthusiastic one). Our whole agency jumped on it and, well, you can read all about it in the New York Times!
I got the ink but the people below also deserve ample recognition:
Copywriter (gyro): Eric Flynn
Art Director (gyro): Ian Ashenbremer
Creative Director (gyro): Jeff Shattuck
Account Executive (gyro): Quynh “the mighty” Cline
Account Executive (gyro): Natalie Marmer
Media (gyro): Zak Garner
Motion Graphics (gyro): Toby Peterson
Director: Michael “True Blood” Lehmann
Exec Producer (Dark Light Pictures): Vince Arcaro
Producer (Dark Light Pictures): Sharon Groh
Editor: Mauro Camaroda
Music (MusicOrange): Blaise Smith