KLRT, Mission Broadcasting’s Fox affiliate in Little Rock, Ark., wanted to create a promo for Donna Terell and Kevin Kelly — the longest-running anchor team in town — that had attitude. After all, this spot was going to run in the Super Bowl, and it had to have the kind of production value that could air […]
After all, this spot was going to run in the Super Bowl, and it had to have the kind of production value that could air alongside ads that may have costs millions to produce.
So Danielle Ray, KLRT’s creative services director, had her team watch fashion and perfume ads for inspiration to create a news promo that doesn’t look like a news promo.
Shot in black and white with big, bold words on the screen, it got viewers’ attention.
The music is from First Com. Ray said her team consulted with First Com’s music directors to find just the right cut.
“It’s very outside of the box,” said Ray.
“We produced social media teasers, pushing viewers to tune in just before kick-off to see the spot for the first time — it got a lot of people talking.”
— Austin Kellerman (@AustinKellerman) February 5, 2017