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    Home » Superlounge Director Jeff Aron Lable Tells the Truth About Serta and Sears

    Superlounge Director Jeff Aron Lable Tells the Truth About Serta and Sears

    By YES, BRANDTuesday, February 23, 2016Updated:Tuesday, May 14, 2024No Comments9335 Views
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    "Lie Detector", directed by Jeff Aron Lable of Superlounge

    New commercial puts salesman through a "Lie Detector" test

    LOS ANGELES -- (SPW) --

    You can’t believe everything you hear, and in a new spot directed by Jeff Aron Lable of Superlounge, Sears sets out to prove that its selection of Serta mattresses is everything it’s cracked up to be. In the ad, a spokesman sings the store’s praises while hooked up to a “Lie Detector”. For added veracity, another man is hooked up to a machine, enabling him to offer confirmation that the spokesman is telling the truth. The two men sit cross-legged on a mattress, beside which is a woman, on hand to back up the sincerity of the second man’s statement.

    “In a perfect world, every spokesperson would be hooked up to a lie detector,” Lable mused. “Our guy’s not annoyed that they’re doing this to him. He gets why they don’t believe him. It’s an awesome deal. Too good to be true. But it’s true.” Of the tone, Lable said, “The idea, messaging and reveal were all tight and dovetailed with each other so closely, the best way to honor the spot was to keep it simple. This isn’t meant to be broad. Definitely not goofy or over-the-top. I’ve never had so much fun during casting."

    About Superlounge
    Superlounge is a boutique LA production company with a roster of award-winning commercial directors that includes Jordan Brady, Daniel Sheppard, Brett Wagner, Jeff Aron Lable, and Barton Landsman.

    The company's recent work includes spot projects for Toyota (Saatchi), GMC (DigitasLBi) Ten.Org (Northlich), Ballers starring Dwayne Johnson (Ignition Creative) and United Way starring Keegan-Michael Key (Leo Burnett/Detroit). http://superlounge.tv
     

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    Video Credits

    Client: Serta/Sears
    Spots Title(s): Lie Detector
    First Air Date: February 22, 2016

    Production Company/Location:  Superlounge / LA
    Director: Jeff Aron Lable
    DP:  Jeff Venditti
    EP:  Dave Farrell
    Producer:  Rick Cowan

    Editorial Company/Location:  The Underground
    Editor:  John Grosjean
    Editorial EP: Chad Cooper

    Telecine Company/Location:  Cathel

    Audio Post: Esther Nevarez

    Shoot Location: Chicago

    Contact:

    Dave Farrell
    Executive Producer
    Superlounge
    310.699.7645
    Contact Dave via email
     

    Contact:

    Media:
    Hesh Rephun
    Contact Hesh via email
     

    SPW Category:New ScreenWork Releases (commercial, film, TV, online, etc)
    Tags:jeff aron lableSuperloungecommercial directors



    New Year. New Leadership. Next Level Creative.

    Wednesday, February 4, 2026
    Catherine Tobiasinsky, CEO

    If the past few years in post-production have taught the industry anything, it’s that agility and resilience aren't optional.  This new challenge has inspired Whitehouse Post to chart a new course by bringing in fresh leadership, elevating long-time team members, and investing in technology. The result is an energized, aligned company with clear momentum.  At the center of Whitehouse Post’s next chapter is Catherine Tobiasinsky, Chief Executive Officer, who stepped in to help guide the company through a period of transition and opportunity. “I’m focused on building a strong foundation for future growth,” says Tobiasinsky. “That means aligning leadership, supporting our talent, and staying creatively ambitious, without losing sight of what has always mattered here: looking after our clients, looking after our staff, and staying ahead of trends.”  Before joining Whitehouse Post, Tobiasinsky built her career on the buying side, working directly with global brands and agencies including P&G, Mars, Eli Lilly, BP and Walmart on transformation and growth. She has led accounts, partnered closely with CMOs, and guided digital evolution across industries. Her approach isn’t about changing the soul of Whitehouse Post; it’s about sharpening and getting it fighting fit for what’s next.  Alongside her is Catriona... Read More

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