Director Tony Petrossian provides a new take on suburban life in his latest project, a commercial for Lance Sandwich Crackers. The collaboration between director Tony Petrossian and Rhythm + Hues Commercial Studios for agency GKV was created to help rebrand the iconic peanut butter and cracker snack from the nearly 100-year-old Lance Bakery for audiences across suburbia.
The “Keeping it Real” spot (see it here) directed by Tony Petrossian features a montage in a suburban neighborhood while transposing urban inner city themes onto suburbia. Kids are seen ‘rolling large’ in their toy SUVs, a soccer mom perform turntable scratches on a dinner plate in the kitchen, a young boy pops his collar before catching ‘mad air’ on a skateboard into a backyard pool, and even the family dog bobs his head ‘in the pocket’ of the groove. All along parents and kids alike are enjoying Lance Sandwich Crackers made with real peanut butter and no high fructose corn syrup.
“My mission was to take some of that inner city, urban swagger and apply it to more suburban scenes, but I didn’t want to do the cheesy thing where the suburban dad with a combover has gold teeth and raps. That stereotypical take feels over to me,” shares director Tony Petrossian. “What I saw instead was a soccer mom hitting hydraulics in her SUV, but then you realize she’s just going over a speed-bump. Tonally, that was the juxtaposition I wanted to instill into every vignette here.”
The concept from GKV agency in Baltimore was produced by Rhythm + Hues Commercial Studios in Los Angeles and shot at Walt Disney Company's Golden Oak Ranch with post work completed in-house at R+H. Director Tony Petrossian remained involved with the project through delivery of the spot to the client.
Petrossian’s prior Rhythm + Hues work, which started a relationship with director Tony Petrossian earlier this year, includes a spot for McDonald’s McCafé Real Fruit Smoothies that ran during the NBC’s 2012 Summer Olympic coverage and a commercial for Cape Cod Potato Chips. The latter spot paid homage to '80's group Flock of Seagulls, was named ADWEEK's Ad of the Day, spawned a New York Times article, and wound up as SHOOT Magazine's #1 VFX Animation spot of the Summer.
Tony Petrossian is a visionary commercial and music video director who has worked with top talent and brands around the world. His mastery of visual illusions combined with a keen storytelling sense have garnered him clients ranging from Nike, McDonald’s and Sony Ericsson to artists including Taking Back Sunday, Rise Against, Slipknot, Ludacris, and DMX. Petrossian's groundbreaking work has earned numerous nominations and shiny awards. His experience and body of work in the United States and across the globe make him an internationally sought-after helmer.
For more information about Director Tony Petrossian visit http://www.TonyPetrossian.com.
