Chapter 5: The Best of 2012

I've spent a lot of time watching television this year, and it's been a great year.  I've seen a lot of great promos and commercials, but when I started writing this, I realized I was undertaking a job waaaay beyond one blog post.  How could I possibly encapsulate an entire year into a few spots, so I'll sprinkle my favorites throughout the year and now give you a few of my favorites from the past twelve months.

First of all, I know you've seen this spot, but I drove my wife crazy by watching it every time it was on and in my DVR, if only because of the rockin' babies at the end.  As the father of a beautiful daughter, who doesn't love babies who rock out?  Google Chrome gets it right.

http://www.youtube.com/user/googlechrome

Secondly, one of my passions for the past seven years has been Dexter.  Showtime does some consistently great work for their shows and here is a spot that demonstrates great art direction and copy that reel us right in and cause great anticipation.  They could use clips from the show, but choose to go the other way.  The producers never take the easy way out, but push the envelope in a bold way each time.

http://www.tvfanatic.com/videos/dexter-season-seven-promo-get-away-from-the-body/

In the case of their other hit series, The Borgias, they launched into season 2 with some killer spots using clips, great art direction and a great slogan for "The Original Crime Family."  Love it.

http://www.youtube.com/watch?v=mUViMzFaMKU

We all probably wish we all could have been a promo producer at HBO at one time or another, because who wouldn't want to work with those great shows, clips and art direction?  Here, they've done it again with their 2012 Spring/Summer image spot.  Notice that they only use one piece of music, but manipulate it to seem like three different pieces.  This is how music should be used in a spot.

http://www.youtube.com/watch?v=H-5JhjXaPns

Finally, I admit to being a sucker for those "In Memoriam" spots on every network and at the Oscars and Emmys.  But those award shows are often disappointing, especially in light of the fact that they have so much great material to work with.  Why?  They don't get a promo producer to produce it.  Every year, TCM gets it right.  I saw the TCM Remembers spot for 2012 and was overwhelmed by it, but have had a devil of a time locating it.  But, fear not, gentle reader.  Here is the 2011 version and it is also great.  Listen to the music choice and the wonderful final shot, which will stay with you.  Simple, classy, beautifully produced.

http://www.youtube.com/watch?v=4H3aa0No9H0

OK, here's my real final spot.  It's my new favorite for 2013.  Love the copy, the concept and (as an Avalon owner) the car itself.  You won't be doing art direction like this at your station, but I hope you're inspired by where it goes and how it gets there.  Try to take your eyes off the car.  You can't.

http://www.youtube.com/watch?v=cniIVxaJMSY

In 2013, as the spot says..."let's take every drop of courage...every ounce of inspriation...every bit of determination and go where we've never gone before."
I've never heard copy like this in a commercial before, much less a promo, so let's pledge to do it.

Let's live by The Promo Code this year.
Let's take every ounce of courage and write differently and better.
Let's take every ounce of inspiration from our art director, producers, managers and even general managers to create not only great but effective art.
Let's go where we've never gone before...
Individually and together.

Let's make this a breakthrough year with less copy and more forethought.
Of better music and art direction and less taking the easy way out.
Of kicking ass and taking names.
Let's...OK?

--Rich 

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