under armour_tt v4

We’ve researched local ads and we’ll sincerely play by
their rules. It won’t be until the viewer realizes “Hey!
That’s Steph Curry” and begins connecting the dots that
they see this was a sick burn the whole time. It’s more
subtle than the bombastic showy “Crazy Eddie’s Cars 4
Le$$” ads of yore. Those old local ads were designed to
be eye catching spectacles. The ads we are referencing
are smaller, smarter, more subtle. And thus — even more
impactful in their surprise. We might let some shots linger
a bit too long, maybe we cut one of our testimonials
off a little too early in the edit or we leave a screw-up in
because it somehow slipped through to the final cut.
While we never go too weird, and never intentionally
so, we want to include all the little details that make
the ads we’re mimicking special. I’m thinking of those
unnecessary shots of chefs cutting cilantro, our hardware
store owner feeling like he needs to show you specifically
how every handle works and every detail of our pool on
display all showcased in Comic Sans graphics. Keeping
the address and telephone number on a bar at the
bottom of frame is key.
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