The Dr Pepper slogan, “More to explore,” plays out in the in-banner video ad that launched Monday. Viewers click on three hot spots in the ad to see more shorter videos playing beneath them. “We’re laying them on top of the original video that gives users a total of four videos within one banner with no load time,” said Tony Snethen, creative director at VML, the agency that created the video ad. It was produced by Vedros and Associates/Kansas City, Mo.
Drool, a 30 second video that is playing with run of site buys at AOL and Yahoo!, shows Dr Pepper being poured from a can into a tall glass. The visual of the beverage with the fizzy sound effects is “an eye catching way to appeal to browsers,” Snethen said. “We know how annoying banners can be. This was a better way to make it as tantalizing and tasteful as possible. We wanted to get them off their couches to grab a Dr Pepper.”
The hot spots, little red circles with white plus signs inside them that appear on the can and the glass, click to show the soda fizzing in the glass and dripping down the can. Snethen said this is one of the first times an in-banner video has used hot spots to play additional video content.
The video ad is considered “ultra high def” because of the size and quality of the image, which was achieved with a Red One camera with Zeiss Super Speed lenses. The camera produces a 4900 x 2580 pixel image which is much higher than traditional video cameras. “We shot it on the Red instead of standard high def because we wanted a filmic depth of field,” said Nicholas Evan Vedros, the Vedros and Associates director. “It captures everything you want to see about Dr Pepper, the effervescence and the flavor.”
Snethen said the high def video “was shot like a car commercial. We showed the can with ice on it with the sensory audio. We wanted it as detailed as possible.”
Jason Scheidt, director of marketing at Eye Wonder, which prepared the ad for delivery, said Dr Pepper was “one of the first advertisers to use hi def video. It’s a heavier file with more information packed in it. It takes more bandwidth and costs more to deliver.”
Richard Lyons, manager of interactive for Dr Pepper Snapple Group, said Drool “provides an enhanced experience. It allows us to hit on the brand objective and provide the deep and engaging experience we were looking for. It illuminates the aspects of Dr Pepper, so you can taste it as it comes up on the screen. It provides nice consumption appeal.”
Ang Lee To Receive ACE Golden Eddie Filmmaker of the Year Award From American Cinema Editors
American Cinema Editors (ACE) has named two-time Oscar®-winning filmmaker Ang Lee as recipient of the ACE Golden Eddie Filmmaker of the Year award. He will be presented with the honor at the 76th Annual ACE Eddie Awards taking place Friday, February 27, at UCLA’s Royce Hall, where winners will also be announced in 14 competitive categories recognizing the best film editing achievements of the year in film and television. Kim Larson, managing director and head of YouTube’s Creator and Gaming team, will be accepting YouTube’s previously announced ACE Visionary Award, and Emmy winning editor/director Arthur Forney, ACE, and Oscar® nominated editor Robert Leighton will receive ACE Career Achievement awards. Lee joins a group of Golden Eddie award recipients including Jon M. Chu, John Waters, Gina Prince-Bythewood, Spike Lee, Quentin Tarantino, Kathleen Kennedy, Christopher Nolan, Lauren Shuler Donner, Guillermo del Toro, Steven Spielberg, Vince Gilligan, Alexander Payne, J.J. Abrams, Nancy Meyers, Martin Scorsese, Norman Jewison, Robert Zemeckis, George Lucas, and the Sundance Institute. “Ang Lee’s exploration of our most closely held emotions has ignited an international passion for cinema for over 30 years”, said ACE president Sabrina Plisco, ACE. “The breadth of his filmography is unparalleled, ranging from the intimate and boundary-breaking romance of Brokeback Mountain, to the epic drama of Life of Pi and Crouching Tiger, Hidden Dragon, to even the pre-MCU Marvel film Hulk.” This year’s ACE Visionary Award recognizes Larson and YouTube’s profound impact on visual storytelling as a whole, the importance of digital content and spaces in the evolving media landscape, and ACE’s ongoing work to support... Read More