Dancing Fan Garners Laughter, Attention
Clarity Coverdale Fury creates “fancam” video for QUITPLAN services
MINNEAPOLIS — Is it real? That is the question thousands of fans are asking themselves as Clarity Coverdale Fury and the Minnesota Partnership for Action Against Tobacco’s QUITPLANSM services latest media reaches the Jumbotron at the Hubert H. Humphrey Metrodome.
It’s fun to laugh at the class clown and this spot takes it to the extreme, featuring an average fan hamming it up for the crowd. He realizes he is center-stage on the Jumbotron and lets loose. Unfortunately, his humorous gyrations force his pants to let loose, too. With his hands full of concession-stand food, he needs a little help to protect what is left of his dignity. The brand payoff is when his wife provides a little help, jumps in front of the camera and salvages some pride. Fans are left looking for the unfortunate fan until the final freeze frame with his wife and the QUITPLAN services mantra hits the Jumbotron.
“Helping people is what the QUITPLAN brand is all about. We just translated the brand’s message into a form that was appropriate for a sporting event,” says Michael Atkinson, Creative Director at Clarity Coverdale Fury.
Quitting smoking is a serious subject, but the lighthearted approach in this environment strikes a cord with the audience. Clarity Coverdale Fury deliberately tailored the content to look as if it transitions from the omnipresent “fancam” segment that is part of virtually every sporting event.
“It’s hard to deny the hypnotic attraction of a fancam at a sporting event,” says Jim Landry, Art Director at Clarity Coverdale Fury, “So instead of competing with the fancam, we tried to embrace it.”
The Agency media team has secured the Jumbotron media until September 1st. The 30-second spot will run during all remaining Minnesota Twins and Minnesota Vikings games during the contract period.
In April of this year, Clarity Coverdale Fury received the O’Toole Award from the American Association of Advertising Agencies (AAAA), recognizing the top creative agencies of the year in part due to the exemplary work created on behalf of MPAAT and QUITPLAN services.
Clarity Coverdale Fury is a Minneapolis advertising agency specializing in helping brands make an emotional connection with their customers. It is offers brand development, advertising, promotions and public relations to its clients. Current brands in the agency’s portfolio include the Minnesota Partnership for Action Against Tobacco, Medtronic, International Dairy Queen, Purina Mills Feed and Fireside Hearth and Home among others. Information on Clarity Coverdale Fury can be found at www.claritycoverdalefury.com.
Client: QUITPLANSM Services
Agency: Clarity Coverdale Fury
Executive Creative Director: Jac Coverdale
Creative Director/Copywriter: Michael Atkinson
Art Director: Jim Landry
Brand Development Supervisor: Rich McCracken
Director/Editor: Andy Awes, Spotnik
Producer: Rose Pennington
Original Music: Steve Barone
Clarity Coverdale Fury is a Minneapolis advertising agency specializing in helping brands make an emotional connection with their customers. It offers brand development, advertising, promotions and public relations to its clients. Current brands in the agencys portfolio include ClearWay Minnesota, Medtronic, International Dairy Queen, Explore Minnesota Tourism and Purina Mills Feed among others. Information on Clarity Coverdale Fury can be found at www.claritycoverdalefury.com.
Colleen O'Malley is our media contact for Clarity Coverdale Fury.
For more information contact Colleen O'Malley at 612-359-4327 or