For many local businesses in markets all across the country, advertising on their local TV station means business. The local station sales team sells local businesses air time to advertise their products and services and the creative services departments write, shoot and edit the commercials. TVNewsCheck’s Market Share has profiled stations in Detroit and West […]
TVNewsCheck’s Market Share has profiled stations in Detroit and West Palm Beach and will continue to share examples from stations and markets around the country showcasing their clever concepts and high-end production.
At WAVE, the Louisville, Ky., NBC affiliate owned by Raycom, Gary Pyles and his team in commercial production came up with an unconventional creative approach for a local team of doctors.
“We used a spot that we saw from Oregon as the inspiration and jumping off point,” said Pyles.
Pyles admits that at first, his team was afraid the client might think the idea was too farfetched. But after only a week on the air, the spot is getting attention.
“They are getting positive reaction to it,” said Pyles. “They are very pleased. This early on, to punch through is a good sign.”
The spot is for a local client, Kleinart Kutz, a hand-care center that’s done traditional advertising on WAVE.
What Pyles and his team was proposing was a little edgier. And after some cajoling, the client bought into the concept.
“Working with these guys, they were pretty cool,” said Pyles.
“They were flexible enough to say, sure I can kind of act like a rock star.”
But it was a complicated shoot.
“We had to shoot over three separate days,” said Pyles. “Trying to work with nine physicians whose schedules never put them in the same place at the same time, required multiple locations, multiple patients.”
Pyles team used two cameras during the shoot. One was a Panasonic and the other was a Canon 5-D. The music track comes from Killer Tracks.
“I was looking for something and that was just the perfect track to bring the energy we were looking for.”
I first saw the spot on the Facebook feed of Kris Ellison-Baete, WAVE’s promotion manager and one of the camera operators on the shoot. Here’s what his Facebook post said:
I am SUPER proud of the latest commercial that my very talented WAVE 3 production team helped bring to life for one of my favorite clients. It took some initial “trust me” convincing to leap outside the box and take a risk… but I am so glad they did. This totally ROCKS!!
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