NEFCU - "Heart (:30)"

DeVito/Verdi

DeVito/Verdi New York, Estados Unidos

Premios

16754

Marca: NEFCU
País: Estados Unidos

Anunciante: NEFCU

Título	Heart (:30)
Agencia	DeVito/Verdi
Campaña	Heart
Anunciante	NEFCU
Marca	NEFCU
Fecha de primera difusión/publicación	2015 / 3
Sector Empresarial	Servicios bancarios, inversiones, corredores de bolsa
Sinopsis	Venice-based Backyard director Greg Bell teases the often unreliable world of banking with a healthy dose of song and dance in the humorous new :30 “Heart” for NEFCU out of DeVito/Verdi. The spot features several seemingly conservative bankers with an extra jig in their step as they make light of their typically ruthless demeanor in song, while ignored customers look on in bewilderment. That is, of course, not what it’s going to be like banking with NEFCU.
Filosofía	From the outset, the goal was to poke a little fun at greedy banks, not musicals. To enhance the humor of the spot and the irony of the buttoned up bankers going full Broadway, Bell focused on honing in on the archetypal banker look while casting, instead of searching for polished singing and dancing talent. “There is power in clichés and stereotypes. Initially, we were looking for variations of the smug, silver-haired, well-fed banker (in other words, someone who looked as if he didn’t have a heart),” notes Creative Director Wayne Winfield, “Then, of course, there was the issue of being able to sing and dance. It was something of a fine line: We didn’t want polished performers, but at the same time they had be able to carry a tune and move in a way that looked natural and elicited a smile.”Throughout choreography rehearsals and shooting, Bell also amped up the humor by ensuring that the actors continued to maintain an element of rawness to evoke a humorous notion of musical spontaneity. Throughout the shoot, he continued to uncover moments of comedy, including having one of the bankers theatrically hopping over the balcony. “If music allows Mary Poppins to fly, why not a banker too?” adds Bell. However, the fun wasn’t just happening in front of the camera. “A workday of song and dance is just plain fun. Every last member of the crew was in a great mood, and we bounced from scene to scene having a blast,” says Bell, “The entire shoot itself was one of the best experiences I’ve had as a director.”
Medio	Televisión
Duración	31 seconds
Productora	Backyard
Music Production	Duotone Audio Group
Director creativo	Wayne Winfield
Productor de la agencia	Karen Tomlin
Jefe de cuentas	Andy Brief
Vice President of Marketing & Community Relations	Valerie Garguilo
Realizador	Greg Bell
Director de fotografía	Kris Kachikis
President/Partner	Blair Stribley
Managing Director/Partner	Chris Zander
VP/Executive Producer	Kris Mathur
Responsable de la producción	Emily Malito
Productor delegado	Candace Tomarken
Jefe de decorados	Justin Trask
Editorial	PS 260
Managing Partner	Zarina Mak
Lead Editor	Dustin Stephens
Productor ejecutivo	David Leinheardt
Productor	Lissa Farquhar
Creative Director/Composer	Brian Deming
Compositor de música	Brad Fischer
Music Supervisor	The Albert Company
Senior Marketing Coordinator	Trish Graffigino