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Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 29, Issue 6 - Index

team in Minneapolis will be winning
new clients and projects, including
international work. Foster says his first
action will be to work with the Fallon
management team on a renewed
purpose for the company. “There is
no question in my mind about the
role of this agency in the future of
brand communications in America.
That is to leverage powerful and
innovative creative solutions to business
problems.”
In 2007, Publicis Groupe created a minigroup
structure “SSF Group” headed by
Roberts to develop leadership synergies
between the two networks and to
leverage their belief in the unreasonable
power of creativity. Foster begins his
new role on April 1, 2008.
//www.fallon.com
Orkin Launches New Campaign
With The Richards Group
Pest control leader Orkin, Inc. will debut
a new consumer advertising campaign
on March 24 to highlight the century-old
company’s role as a home protection
expert. Designed by The Richards
Group, Orkin’s advertising agency of
record since September 2007, the quirky
television ads feature giant insects that
try to trick their way into unsuspecting
consumers’ homes – before they are
thwarted by The Orkin Man. The ads
end with the tagline, “Keeping Pests
In Their Place™,” to punctuate Orkin’s
expertise in keeping pests out.
“These ads depict, in a lighthearted way,
that The Orkin Man foils sneak attacks
from larger-than-life pests,” said Kevin
Smith, chief marketing officer for Orkin,
Inc. “Through a partnership with our
customers, we can create a perimeter
of protection around the home to help
keep pests in their place.”
The campaign’s two television ads –
one featuring a cockroach and one
featuring a termite – position The Orkin
Man as a hero, protecting homes from
seven-foot-tall talking bugs. Both ads
illustrate that pests look for all possible
entry points into the home, and that it
is The Orkin Man’s job, as the expert, to
help homeowners prevent pest entry
and reduce pest activity around the
home. The television ads began airing
March 24.
//www.therichardsgroup.com
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Northern Lights Helps Create Actionpacked
Episodics For TLC’s Popular
Series “American Chopper”
Northern Lights Post (New York) recently
revved up its creative engine, partnering
with writer/producer Adam Reid on
episodics for “American Chopper,”
the highly rated documentary series
on TLC. The collaboration was so
successful the network adopted the
storytelling template, look and sound
design established by Northern Lights
for its weekly episodics.
Northern Lights editor Michael Palermo
set the look and feel of the episodics.
“We created a template for the way the
cut would flow,” comments Palermo.
“Our formula was splitting the :30 into
two sections, which allowed us to tell
different storylines. As an editor, you’re
lucky to work on this kind of project.
Adam is a remarkably talented writer/
director who has a good sensibility. He’s
great at giving you some initial ideas
and then allowing you to embellish
in your own way. We tried to make
our spots bad-ass and funny, which
fortunately, with ‘American Chopper’
are not mutually exclusive.”
//www.northernlightspost.com