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Making Commercials: Lighting Up The U.S.


The National Football League unveiled a new treatment for its iconic copyright logo during the playoff games in January.

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Making Commercials: The Story of Maria’s Awesomeness


You don’t see many television commercials for museums aiming to connect you to the institution’s mission to discover, interpret and disseminate knowledge about human cultures, the natural world and the universe.

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Making Commercials: Luxury Made From The Land


A recent spot for RAM’s Laramie Longhorn Truck pretends not to tell a story. It is a series of animated iconic images from 19th century Texas juxtaposed with the RAM truck.

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Making Commercials: Lowe’s Flicker-Cut Campaigns


Recent spring and summer television campaigns from home improvement retailer Lowe’s look like stop-motion, or like stop-motion done fast or differently or something. What is that technique?

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Making Commercials: Va-Va-Va-Vroom


Gary Hartley, creative director with Fox Sports Graphics, asked Los Angeles-based Engine Room (engineroomhollywood.com) to create a new, 20-second opening and graphics package for NASCAR on Fox. The goal was to solidify and grow the series’ youngest audience segment – viewers aged 14 to 28.

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Making Commericals: What Color Is The Music?


Commercials for The Gap always get the music right.

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Making Commercials: Ring of Fire


Most car commercials put viewers to sleep. A car drives down the road, first in this direction, then in that direction. When viewers have seen the car from every angle, cut to the logo.

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Making Commercials: Sunday Night on ABC


ABC wanted a promo for its fall Sunday night line-up equal to the strength of the programming, which includes Once Upon a Time, Revenge and 666 Park Avenue.

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Making Commercials: Wireless Visions


[Above Top] Absolute added blue birds throughout the spot to symbolize tweets the hero is receiving and sending. [Above] In the spot, a CG Hemingway inside an e-reader joins the hero in a rowboat courtesy of Flame.CTIA–The Wireless Association recently released “Your Mind is a Wireless Place,” a 30- and 60-second commercial about how we use wireless technologies in our lives. The spot follows a day in the life of a man in a surrealistic wireless world, a place where symbols illustrate wireless technology in use.

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Making Commercials: Making Digital Connections


Aiming to expand its customer base to individuals and small businesses, app-maker Mobile Roadie has developed a suite of tools that enables anyone to build an app – without knowing anything about computer code.

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Making Commercials: Man Chases Pig


Director Matt Pittroff of Twist Films, New York City and Minneapolis, and Senior Editor Anthony Marinelli of ShootersNYC combined forces to create a public service announcement (PSA) promoting financial literacy for the American Institute of Certified Public Accountants (AICPA) and the Advertising Council.

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Making Commercials: Snail Mail Embedded With LCDs


A new advertising concept called video direct mail (V-DM) is emerging as a potential new market for digital video. Direct mail marketing is a big advertising category, worth about $30 billion per year. In coming years, some of that money may fund digital video production.

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