What's The Story?
Hey, you ever hear of Rick Levine? I never had either. But when I did a little ditch digging, I realized I knew his work.
Rick was a big-time cinematographer/director known for shooting TV commercials with a movie-making sensibility. He came along during what was called the “Golden Age of Advertising.” A time when creatives ruled.
For Rick, it was all about the stories. He shot everything on 35mm motion picture film. We used to do the same thing at my agency. I miss it. Film has a great texture and color rendition that digital video can’t replicate. Really gave the spots a cinematic feel.
One of Rick’s most famous commercials was for Pepsi. It was called “Apartment 10G” and starred Michael J. Fox as a timid New Yorker. Fox did his own stunts, which is sad today, considering the fight the poor guy faces today.
But hey — that was when creative was appreciated and considered a real competitive edge. Today, with all the pedestrian advertising clutter, it would be even more of an edge since no one else is doing it. All it takes is creative courage. Find it.
Keep your dukes up.
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