New Cingular TV Ads from Directorial Collective Convert

The Ebeling Group's Convert teamed up with ad agency BBDO Atlanta to helm a live-action TV campaign to introduce the Pantech C300, the "world's smallest camera flip phone."

In the :30 spots "Boy" and "Girl," Convert played up the Pantech C300’s small proportions by positioning it side-by-side with other familiar small objects. In a quick-cut editorial style accompanied by an indie rock soundtrack, shots include the phone placed next to a makeup compact on a dresser, or beside a fortune cookie on a restaurant table. One scene compares the Pantech C300 to a perfect egg, which hatches into a fuzzy yellow chick.

super adgrunts, see cingular girl here

What differentiates the campaign from being just straight visual analogy however, is the graphical “hinge” Convert employs to separate the two objects on screen.

super adgrunts, see cingular boy here

According to Convert director Adam Bluming, “We shot all of these beautifully art-directed scenes, but they required very little camera movement since the campaign was originally just a tabletop shoot. So we looked for ways to make the ads more dynamic and memorable by manipulating the footage to enhance the main selling point of the camera—its small ‘flip.’"

PRODUCTION CREDITS

Client: Cingular
Airdate: August 2006

Ad Agency: BBDO Atlanta
Executive Creative Director: Susan Creadle
Creative Director: Rich Wakefield
Producer: Jim Kelly
Account Manager: Ami Weiner

Production Company: The Ebeling Group
Director: Adam Bluming / Convert
Art Director: Jesse Benson
Director of Photography: Martin Ahlgren
Editor: Adam Bluming
Executive Producer: Mick Ebeling
Producers: Larry Ewing, Joyce Washington

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