Pony Show’s Spike Lee Rekindles Flame for New York

Bicoastal Pony Show Entertainment director Spike Lee reminds us why we love The Empire State in five :60/:30s for the New York State ‘I Love NY’ campaign out of BBDO, NY. A famed, passionate New Yorker, Lee captures the business-savvy and industry-leading characteristics of New York in one anthem and four unique narratives about New York-based businesses. The :60/:30 ‘Anthem’ is narrated by Robert De Niro. 

 

The extolling campaign includes ‘Anthem’, ‘BAE’, ‘Fage’, ‘Nano’, and ‘Smith’, each telling a different story of how New York State is ‘Working For You.’ The campaign features several companies including BAE Systems, Fage Dairy USA, CNSE and Smith Electric Vehicles. Each one of their stories highlights the supportive, successful, technological and prosperous qualities of New York State through personal interviews with the companies’ executives and employees.

 

See the work here: http://bit.ly/Mc4obh

 

In ‘BAE’ we are told about the flood disaster incident of September 2011 that nearly destroyed BAE Systems’ Johnson City, NY facility. On September 8th and 9th, BAE Systems fell victim to a flood that essentially wiped out the whole facility. Fourteen hundred people were suddenly without jobs. Almost immediately, on September 11th, New York State came to Johnson City to provide assistance with a rapid recovery program. Offering aid with the drying and dehumidification of buildings, “New York State responded with extraordinary effort to keep our business here.” ‘BAE’ features several BAE employees tell their accounts of the incident and includes photographs of the flood disaster, recovery program, and restored facility. The spot closes on a busy street in Johnson City with the tag, ‘The New New York State. Working For You.’

Credits:

Client: Empire State Development

Title: 'Anthem' :60/:30; 'BAE', 'Fage', 'Nano', and 'Smith' :30 x 4 

Agency: BBDO, NY

Executive Creative Director: Linda Honan

ACD/Copywriter: Nick Sonderup

Executive Producers: Ashley Henderson, Elise Pavone 

ACD/Art Directors: Julia Blackburn, Kurt Lenard

EVP, Sr. Director: Paul Suchman

Production Company: Pony Show Entertainment, LA

Director: Spike Lee

DP: Cliff Charles 

Executive Producers: Jeff Frankel, Susan Kirson

Editorial: Lost Planet, NY

Editor: Jay Rabinowitz ('Anthem'), Paul Snyder and Adam Witten (NY Stories 4 x :30)

Editorial Producer: Lauren Hefner Addison

Editorial EP: Krystn Wagenberg

Audio House: Sound Lounge, NY

Mixer: Chris Afzal

Color: The Mill, NY

Colorist: Fergus McCall

Online: Black Hole, NY

Online Editor: Tim Farrell

Narrator: Robert De Niro ('Anthem')