John Immesoete began his career in advertising on the agency creative side of the business some 15 years ago. It wasn’t until several years ago, when he began dabbling as a spot director, that he started to question where his career was headed. “The more directing jobs I did the more comfortable I got and the more I wanted to leave the agency, behind and just go out on my own,” explains Immesoete, who was a group creative director at DDB Chicago, and is now a director with Backyard Productions, Venice, Calif.
Immesoete, along with Greg Popp, a group executive producer at DDB, co-directed several spots for Bud Light and other Anheuser-Busch products. Last year, the pair directed Budweiser’s “Mr. Silent Killer Gas Passer” and “Mr. Giant Taco Salad Inventor,” which teamed with “Mr. Way Too Much Cologne Wearer” (directed by Noam Murro of Biscuit Filmworks, Los Angeles), to win a series of accolades. Among the awards the ads received were: a Gold Lion at the Cannes International Advertising Festival, a pair of honors at the London International Advertising & Design Awards, a Gold Clio, and an ANDY award.
The humor-driven commercials illustrate Immesoete’s keen sense of comedy. He masterfully elevates subject matter that, in the wrong hands, could have spiraled into lowbrow material. In “Mr. Silent Killer Gas Passer,” for instance, a voiceover sets up the action by explaining: “Today we salute you Mr. Silent Killer Gas Passer. Last night you had the enchilada combo platter; this morning, the three cheese omelet with broccoli; this afternoon, you’re a ticking time bomb.” Just then a ’80s era, Steven Perry-esque rocker reiterates the spot’s title in a haunting ballad-like tone. The scenes show a man living up to his titular moniker everywhere from a crowded car and packed elevator to a business meeting and his girlfriend’s sofa. His flatulence continues to offend everyone around him as the voiceover finishes: “So crack open an ice cold Bud Light, oh ninja of the nasty, and while you’re at it, crack open a window.” “Mr. Giant Taco Salad Inventor” salutes the inventor of the taco salad, which despite having a bit of lettuce, is of highly dubious nutritional value.
According to Immesoete, the star of “Mr. Silent Gas Passer” went all out for his art. “The guy in the commercial thought it was fun to really fart in the scenes of the crowded elevator, car, etc. instead of just acting like he was,” he says. “The other actors just loved him.” The spot added to an already impressive reel that included spots for such high-profile clients as McDonald’s and Nintendo.
Jack of all Trades
Buoyed by his directorial success, Immesoete vacated his post as a group creative director at DDB and ended 2004 by inking a deal with Backyard for representation as a director. “I really hadn’t enjoyed my job that much for awhile until I started directing,” he says candidly. “It was time to decide what I wanted to do with the rest of my career and working life. By running a creative group and directing I was really sort of leading a double life. It was time to either pursue an executive creative director position, or move into full-time writing/directing and since creating made me happier I chose to go the latter route.”
Immesoete’s deal with Backyard offers many opportunities for creativity, including those in branded entertainment venues and in spots that will allow him to participate in the writing process. One such project he recently worked on was a Bud Light spot titled “The Lady” that aired during the Super Bowl. “Lady” was done via DDB Chicago and Seed, a Backyard satellite company that, according to Immesoete, will act as a conduit for projects where he also serves as creative director “as often as the opportunity presents” itself going forward.
Not bad for a guy who humbly claims his ad training consisted of watching “too much TV, too many movies and a lot of commercials.
“I went to journalism school with a degree in writing and English,” he continues. “I took improv training at Second City and other than that most of what I know I’ve learned through reading, watching and doing. I read an article on Ed Zwick once where he called directing ‘the best school you’ll ever be paid to attend.’ He talked about how he treated every job as an opportunity to learn, how he was able to dive into a subject all the way and be paid to do it, what an incredible privilege that was. I feel the same way and that’s how I intend to treat my opportunities.”
And there are many opportunities currently at Immesoete’s fingertips. “I’m very busy right now,” he happily explains. “I’m directing commercials, I’m writing for ad agencies and for Seed, I’m working on a number of screenplays for the studios in addition to developing a script of my own, I’m trying to put together a documentary and I’m talking to a publishing company about a book idea.”
And that’s not all the Renaissance man has on his plate. Immesoete also managed to squeeze a sitcom development deal in between the time he exited DDB and landed at Backyard. The proposed series is a joint venture between Immesoete and Just Shoot Me creator Steven Levitan based on an egotistical football player named Leon–a character who was featured in a series of ads for Budweiser that Immesoete created and co-directed with Popp. The pilot will be produced through 20th Century FOX TV and has already received a commitment from NBC.
“My ultimate goal is to be a sort of jack-of-all-trades,” he shares. “Simply put, I hope I can do more things I want to do and less things I don’t want to do. I admire guys like Spike Lee, Woody Allen, the Coen Brothers, Judd Apatow–great storytellers who tell very personal stories in a variety of mediums. I’d like to work more in television, film and other windows that are becoming available and I’d also love to continue working in advertising. What appeals to me most is the idea of taking the things I’ve learned in one area and applying them to another.”
