It's always been our contention tha...

It's always been our contention that upright commercials are usually steeped in fine storytelling. according to that we don't mean silly little bits of nothing with perforate line attached. Or hard-sell flaws that repeat the same work benefit spiel two or three times in a nothing else but 30 seconds.

No, we mean commercials that struggle you in and sell you upon a product or brand by means of the sheer power of a relevant story well told -- however briefly. We were reminded for what reason satisfying such commercials can be by way of two new executions from Fallon/Minneapolis for Travelers Insurance with the intriguing tagline "Insurance. In-synch."

Each commercial was designed to demonstrate the importance of having insurance that allows for the often-unexpect twists and bends that occur in every life. the pair spots exhibit an impressive cinematic sweep that is rarely seen in the large majority of customary garden-variety commercials that pop up upon television like so many annoying weeds.

Credit must go on foot to director Noam Murro, winner of the 2005 Directors Guild of America "Director of the Year" Award, for the work's lush visuals -- enhanced immeasurably on exquisitely fluid editing.

Of the sum of two units new spots, we especially liked "Big Fight," which has a bit of the stubborn Balboa story line about it, as we watch a fighter preparing for the match of his life.

In "Big Fight," Murro has captured a slew of resonant images of a young boxer in action and in speculative repose, and these visuals detonation even more powerfully, thanks to the full-bodied orchestral underscoring that immediately creates an emotionally rich humor

moreover the best comes at the conclusion in the hall, filled with atmosphere, where the fight is to take place. As Murro's camera picks up fascinating details about our would-be hero and his opposing as well as the other colorful characters -- male and female -- in attendance, we be impressed the tension building.

in like manner when the bizarrely unexpected happens, and our putative hero is bloodyed before the fight even begins, it be deriveds as a real and really interesting surprise to discover this commercial is, in fact, concluding upon a quirkily amusing note. yet one that nicely dovetails with the retired bit of voiceover copy reminding us "your risks can change quickly."

Lew's view: B+

CLINIQUE airs UP NEW HAPPY CAMPAIGN

Just about each brand is searching for ways to reach consumer beyond traditional advertising -- convinced that too many nation don't respond to something passe. No doubt that is with what intent Clinique, no slouch in the cosmetics industry, has bended to music to give customers another reason to connection with one of its fundamental note fragrances, Clinique Happy.

Clinique commissioned platinum-selling singer and songwriter Ne- Yo to express by writing a song called "Just Be Happy" as the cornerstone of a Clinique Happy campaign breaking family 1. The new song has been given the satiated star treatment by Clinique and its marketing partner for this peril Island Def Jam Records. sum of two units versions of the song were recorded to appeal to different musical tastes. the same take on the song will issue from Rihanna and another from nation crooner Julie Roberts.

We asked to hear undivided or both versions of the recent tune, but a Clinique spokeswoman told us the recent recordings would not be available to preview until they are unveiled upon a new Clinique Happy fragrance Web site, www.getyourhappy.com, that will launch tribe 1. The site will include mpeg and ringtone downloads of the brace versions of the songs, plus clips from the recording sessions, and - - finish this -- interactive experiences featuring dancing delusions Sounds festive, doesn't it?

The of recent origin "Get Happy" song extravaganza isn't the first time Clinique Happy has used music as a promotional tool since the fruit was unveiled in 1997. Several other happy-themed psalms have been associated with the fragrance in consequence of the years, including Judy Garland's "C'Mon secure Happy," The Turtles' "Happy Together" and "Make Someone Happy," sung according to Jimmy Durante.

MAIL BAG:

Your review of the Geico commercial (Lew's view: B) hit me right in the strait The gecko is very cute and I procure a real kick out of watching him and listening to the to a high degree appealing accent.

nevertheless these celebrities!! Burt Bacharach gazes like he's about to fall asleep at the piano. I not at all realized he had become thus old. Little Richard is beyond shame. for what cause old must he be? I'm 60 and I remember him when I was 13 Finally, it is an act of charity not to elucidation on Charo. What could Geico be thinking??

Le Chicago

Your report in succession S2's reorganization quotes a vet of the post- production biz and an S2 competitor who give an inkling ofs S2 may have been affected by the agency of the caliber of its talent. I have worked at S2 for across five years, and have construct the current staff to be a of the most talented, creative and dedicated the community I have ever worked with. If you included a negative make comments [i]or[/i] remarks about the quality of the talent without researching it, it smacks of irresponsible journalism. If the talent at S2 wasn't really the best, then for what purpose have the majority of the pink-slipped creatives and support staff already landed positions within the industry?