If you haven’t heard that two New York City reporters are real mothers at work, you probably will soon. That’s the idea behind two new, 60-second image promos from WPIX, the Tribune CW affiliate in New York. The spots follow morning news reporters Lisa Mateo and Kirstin Cole in their roles as moms as they […]
If you haven’t heard that two New York City reporters are real mothers at work, you probably will soon.
That’s the idea behind two new, 60-second image promos from WPIX, the Tribune CW affiliate in New York.
The spots follow morning news reporters Lisa Mateo and Kirstin Cole in their roles as moms as they go through the day. The spots are scheduled to start airing in the next few days.
“A good portion of our morning news audience is working moms,” says Dave McDonald, WPIX senior producer in creative services. “And we wanted to make an emotional connection with them.”
The spots are shot cinema verite by WPIX cameraman Kenton Young to capture what their lives are like after their dialy work for the morning news is over.
“This is their reality,” says Jessica Bellucci, Tribune’s director of communications. “They have an unconventional work schedule, but other than that, they’re working people just like everybody else.’
Bellucci is referring to the 3 a.m. start-of-the-day for Mateo and Cole who go on the air live at 5 a.m. for the morning news. Tough duty for anybody, but especially so for working moms.
“WPIX has a reputation for having on-air people like this,” says Creative VP David Hyman.
“People with a depth of humanity, approachable, balancing work and family.”
Why the use of 60-second spots?
“I just find it easier to let the story fall into place rather than worry about the length,” says McDonald.
The music cut is Without a Doubt from the Jingle Punks Music Library.
“I’m usually skittish about using something with lyrics,” says McDonald, “but the lyrics compliment the action and sound on tape very nicely. And it did have a nice bridge without lyrics for the interview sections.”
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