| Titre | Heart (:30) |
| Agence | DeVito/Verdi |
| Campagne | Heart |
| Annonceur | NEFCU |
| Marque | NEFCU |
| Date de première diffusion/publication | 2015 / 3 |
| Secteur d'activité | Services bancaires, investissements, services boursiers |
| Synopsis | Venice-based Backyard director Greg Bell teases the often unreliable world of banking with a healthy dose of song and dance in the humorous new :30 “Heart” for NEFCU out of DeVito/Verdi. The spot features several seemingly conservative bankers with an extra jig in their step as they make light of their typically ruthless demeanor in song, while ignored customers look on in bewilderment. That is, of course, not what it’s going to be like banking with NEFCU. |
| Philosophie | From the outset, the goal was to poke a little fun at greedy banks, not musicals. To enhance the humor of the spot and the irony of the buttoned up bankers going full Broadway, Bell focused on honing in on the archetypal banker look while casting, instead of searching for polished singing and dancing talent. “There is power in clichés and stereotypes. Initially, we were looking for variations of the smug, silver-haired, well-fed banker (in other words, someone who looked as if he didn’t have a heart),” notes Creative Director Wayne Winfield, “Then, of course, there was the issue of being able to sing and dance. It was something of a fine line: We didn’t want polished performers, but at the same time they had be able to carry a tune and move in a way that looked natural and elicited a smile.”Throughout choreography rehearsals and shooting, Bell also amped up the humor by ensuring that the actors continued to maintain an element of rawness to evoke a humorous notion of musical spontaneity. Throughout the shoot, he continued to uncover moments of comedy, including having one of the bankers theatrically hopping over the balcony. “If music allows Mary Poppins to fly, why not a banker too?” adds Bell. However, the fun wasn’t just happening in front of the camera. “A workday of song and dance is just plain fun. Every last member of the crew was in a great mood, and we bounced from scene to scene having a blast,” says Bell, “The entire shoot itself was one of the best experiences I’ve had as a director.” |
| Type de média | Télévision |
| Longueur | |
| Maison de production | Backyard |
| Music Production | Duotone Audio Group |
| Directeur de création | Wayne Winfield |
| Producteur, agence | Karen Tomlin |
| Chef de groupe | Andy Brief |
| Vice President of Marketing & Community Relations | Valerie Garguilo |
| Réalisateur | Greg Bell |
| Directeur de la photo | Kris Kachikis |
| President/Partner | Blair Stribley |
| Managing Director/Partner | Chris Zander |
| VP/Executive Producer | Kris Mathur |
| Responsable de la production | Emily Malito |
| Producteur délégué | Candace Tomarken |
| Chef décorateur | Justin Trask |
| Editorial | PS 260 |
| Directeur associé | Zarina Mak |
| Lead Editor | Dustin Stephens |
| Producteur exécutif | David Leinheardt |
| Producteur | Lissa Farquhar |
| Creative Director/Composer | Brian Deming |
| Compositeur de musique | Brad Fischer |
| Music Supervisor | The Albert Company |
| Senior Marketing Coordinator | Trish Graffigino |