The Beat Goes On For New TVC

Last week we announced our association with The Independent Weekly and it took about 22 seconds before someone asked the inevitable question: Does that mean youll be bowing to corporate requirements now?. Now, under normal circumstances that might have been a fair enough question. But anyone who knows anything at all about our irreverent, rule-breaking, authority-hating, fearless leader will know the only possible answer to that question is an unequivocal As bloody if.

Just to prove it, when Resin told us about their swish new TVC for that other newspaper The Advertiser we jumped at the chance to tell you all about it. As Resin Creative Director Grant Lovering says it was a cool project for us to work on and we reckon its a cool ad to watch. And not just once. We touched on the wear-out factor of ads yesterday, and we suspect this one will fare better than many as its many layers ensure viewers will find something different each time they view the commercial. For us, we could simply never get tired of seeing good old Donny Dunstan in his shorts and knee-high walk socks, but for others they will no doubt enjoy discovering other layers.

The TVC, through agency KWP!, was produced to launch the new masthead and design for the newspaper. While no-one could accuse the new masthead or design of being anything to write home about, the ad itself is pretty spiffy. Not surprisingly, production involved rifling through hundreds of images that together could be woven into the narrative and takes us on a journey through some of Adelaide's iconic moments as captured and documented over the last century by The Advertiser. The spot blends a combination of 2D and 3D animation and incorporates treatments that helped link the story with the product, such as photographs with torn edges, a stylised halftone pattern and a colour palette reflective of the product's medium. Grant says the process was very much a collaborative creative execution between the agency creatives and the design team at Resin.

As always Resin were stoked to be able to contribute creatively to the project which Grant says is one of Resins strengths and something that differentiates us in the marketplace. Although Resin have worked on ads for KWP! and The Advertiser before, to date they have all been product or offer based so not surprisingly they were happy as pigs in poo to strut their stuff in this branding ad. The finishing touches were added by BestFX with a soundtrack based on the track The Beat Goes On and Grant is happy to report both the client and agency were thrilled with the outcome.

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