THIS TIME AROUND, OUR CREATIVE PROBLEM-SOLVING LED TO TWO COMEDIC SPOTS IN THE MIDST OF A GLOBAL PANDEMIC.
OBJECTIVE
Cynch came to Defy to create two broadcast spots to introduce its propane delivery service in 20 new cities across the country.
SOLUTION
This project came to us at a time when things were very uncertain for us, for our clients, and for the global population.
Due to the pandemic, safety guidelines were at the forefront of our creative thinking for this project. Each spot was written with the intent to minimize the number of cast and crew needed on set. One of the spots ended up incorporating this detail literally, but let’s not spoil the punchline.
Casting for this project was tricky because we needed to find people willing to take a Covid test within 48 hours of the shoot. Once that was accomplished, we set up an account with local urgent care. This allowed us to get test results and invoices sent directly to the agency.
On set, we made sure everyone was following protocol by giving out PPE in individualized packets via our Covid compliance officer.
The two spots were different in tone and personality, but worked harmoniously with Cynch’s brand. One spot took a humorous approach to get a laugh from viewers, while the other leaned into the idea of assuring customers that Cynch can make life a bit easier.
