Now Running: Rockbrook Village Holiday TV Campaign in HD
After hitting about all the major chain department, electronic and home furnishing stores over the long Thanksgiving weekend, shoppers begin migrating to the specialty stores for unique ideas and exceptional gifts. It’s that December window when Rockbrook Village wants to be the most forefront to shoppers with the center’s biggest mass media campaign of the year including flights on top Cable TV networks along with advertising in newscasts and other popular programs on the two most-viewed Broadcast TV stations in the Omaha market. The objective of using TV is to showcase Rockbrook Village merchants–visually and verbally–each participating store getting their own 10-second commercial, paired with another merchant in a 30-second ad.
This year we set the goal of converting the entire TV campaign in high definition. The biggest effort to effect that transition was in the 3rd quarter when we re-shot many merchant commercials in high-def video. Third quarter was our first TV campaign going HD. This quarter also required quite a few video shoots to convert those merchants only participating in the holiday TV campaign as well as new merchants just opening at Rockbrook Village. The mission was accomplished, and towards the end of November Vamonos Marketing and Cox Media produced ten 30-second high-definition TV ads featuring 20 different participating merchants.
Below is a example of new HDTV production for a long-established merchant who chose this year to only to participate in the holiday TV campaign. We originally shot Great Harvest Bread in standard definition video and produced a commercial they have utilized without change for three years. Our then, and current, Cox Media producer, Jim Adams used the bakery’s large prep table to set up visually appealing shots of grain, breads, cookies, preserves and a sandwich that we shot in that original standard def footage. To re-shoot required this very busy bread maker to shut down that part of production for at least three hours. Needless to say owners Dennis and Mariam, not as enthralled with high definition TV as the producer and I, were reluctant to schedule a re-shoot. They were quite content with their current ad, believing it really captured the essence of their fresh, wholesome bread. They could not envision the commercial being improved.
Finally in late fall we scheduled the video shoot at Great Harvest Bread. We decided to re-create those shots the owners loved and then re-capture them in HD . My computer was loaded with the old commercial which we played and paused several times to help us duplicate the exact arrangement of grains, breads, cookies, preserves and sandwich as before. The difference this time was expanding the scene on the table to accommodate the wider HD camera. One new shot we added that day was getting the bread coming out of the oven–perfectly portraying the freshness of the Great Harvest Bread. The video shoot turned out great. We opted to use the same script as before. Our newly produced 10-second message in high definition really brought more colors and vivid details of the bakery products. Dennis and Marion called the re-produced ad a success… and probably won’t change it any year soon. By the way, despite being under the bright light for a while, the producer and I later split the sandwich used in the commercial. It was delicious! I’m told an awesome sandwich begins with the bread.
Below is an the older standard definition Rocbkrook Village TV with Great Harvest Bread followed by this year’s new HD commercial.
2011 Rockbrook Village :30 TV commercial featuring Body Basics Fitness Equipment and Great Harvest Bread
2013 Rockbrook Village :30 HD commercial featuring Wild Birds Unlimited and Great Harvest Bread