"Cat's In The Cradle" is a major part of the soundtrack in this Super Bowl spot which depicts–and then breaks down–the barrier between a father and son.
Music/sound house was stimmung. Commercial was directed by Lance Acord of Park Pictures for TBWAChiatDay, Los Angeles.
Credits
Music/Sound: Song: “Cat’s in the Cradle” by Harry Chapin stimmung, Santa Monica, Calif. Gus Koven, sound designer & music editor; Nicholas Tuttle, sound design assistant; Ceinwyn Clark, executive producer. Audio Post: Play, Santa Monica, Calif. John Bolen, mixer Agency: TBWAChiatDay, Los Angeles Production: Park Pictures, bicoastal Lance Acord, director. Editorial Whitehouse Post Russell Icke, editor; James Dierx, assistant editor; Joni Williamson, exec producer; Joanna Manning, producer.
This spot for Value City Furniture, airing across 22 markets throughout the U.S. (after a regional Super Bowl buy of 14 markets), introduces us to folks who break out into song--over their regrettable furniture purchases. We see a man sinking until he disappears into a couch, crooning that if he had it to do over, heโd never would have bought this sofa. A man then bemoans his decision to build a desk, followed by a woman who is catapulted out of the recliner she wishes she had never purchased.
But not to worry as the musical/comedy spot transitions to people singing about how much they love the comfortable, stylish sofas and other homeware which they got at Value City furniture. It all boils down to making a โquality choice.โ
Ruganzu โRiggsโ Howard of Epoch Films directed this unconventional furniture commercial created by agency Colle McVoy.
โWe wanted this new creative direction to highlight the superior quality of Value City Furniture products in juxtaposition to the not-so-quality options plaguing consumers,โ said Colle McVoy group creative director Lia Khayami Quinones. โFurniture is the hero here--and people get to see the day and night differences that come when choices made donโt live up to consumersโ expectations.โ
Quinones noted that no other song options were considered beyond Cherโs โIf I Could Turn Back Time.โ The song gives space for cinematic sweeps and classic deadpan physical comedy thatโs wacky while being firmly rooted in real pain points people have regarding furniture. Around 15 versions of adapted lyrics were generated before landing on the final track.
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