So what's with the mixed messages, Globe?
They SAVAGE WHOLE FOODS and PROMOTE this?
And what struck me most about this piece was the KIDS HAD NO PROBLEM being GUINEA PIGS for a MASSIVE DECEPTION of -- no hyperbole -- TYRANNICAL PROPORTIONS (1984?)!!!!!
"three hidden cameras.... a chalkboard that turned out to be a one-way mirror.... "
"A commercial interruption; BU students find lecture was setup for new McDonald’s ad" by Johnny Diaz, Globe Staff | August 25, 2009
Call it a Mc-lesson.
This summer, some Boston University students thought they were attending a morning lecture by a renowned cultural anthropologist in an advertising class. But the 14 students unknowingly became stars in a new McDonald’s TV commercial for iced and hot coffees, which will begin airing nationwide on Sept. 1.
The 30-second ad is similar in concept to those unscripted “Truth’’ national antitobacco ads that surprise people on the street and capture their raw reactions. McDonald’s wanted to use the stunt-style shooting concept to promote its breakfast and McCafe brands: The company used hidden cameras to get real student reactions to people showing up with a variety of McDonald’s coffee options during a long, morning class lecture.
“This is a new approach that we haven’t tried,’’ said Mark Carlson, senior creative director at McDonald’s. “Someone bringing you a fresh hot cup of coffee at 8 a.m. is the best environment to do this in.’’
Arnold Worldwide, a Boston advertising agency whose clients include McDonald’s and who developed those “Truth’’ ads, reached out to Boston University to use marketing and advertising students for the commercial. Officials at Arnold, which handles McDonald’s breakfast account, believed the ad could serve as a lesson for students.
“We were challenged with coming up with some morning advertising for McDonald’s which would focus on breakfast and McCafes, especially McCafes in the morning,’’ said Chris Edwards, executive vice president and group creative director at Arnold. “And we thought, ‘Oh God, those morning classes that you show up for and you’re half sleep and you could probably use a McCafe mocha.’ ’’
So SCHOOL is BORING?
The featured class was “Fundamentals of Creative Development,’’ taught by professor Judith Austin. The six-week summer course introduced students to creating concepts for commercials in various media and how those ads can affect consumer behavior. “I wanted to make this the most valuable experience . . . to immerse the students inside the process gives them a chance to do that,’’ said Austin. “They were literally inside the production.’’
The commercial was filmed last month in a lecture hall at BU. Crews from Redtree Productions, the company that Arnold worked with on the ad, fitted three hidden cameras and built a set inside the classroom. Behind the guest speaker, workers added a chalkboard that turned out to be a one-way mirror that filmed the students head-on to capture their real reactions. Another camera was placed behind the class as they listened to guest lecturer Robert Deutsch. He purposely rambled to make students tired, officials said.
That explains the college experience I had!
In the commercial, the students appear tired, dazed, and yawning until a crush of chipper uniformed McDonald’s workers, some actors and some real employees, swarmed into the lecture hall. They served everyone cups of iced and hot coffees. On camera, the students perked up and sipped their drinks.
“That’s when we found out that we were in a commercial,’’ said Taylor Hebble, 22, a junior and advertising major, who added that she learned a lot from the experience. “It really makes you kind of appreciate how much work goes into it . . . they are able to tell a complete story within 10-15 seconds, which is really cool and admirable.’’
After the commercial was taped, students featured in the ad signed a release so that their images could be used. For their participation, the students were each given a $10 gift card for Apple iTunes. Typically, a union actor featured as a principal in such an ad could earn $592 a day while an extra can get $323, according to Boston Casting Inc.
Oh, so the UNKNOWING GUINEA PIGS, 'er, KIDS were a WHOLE LOT CHEAPER, huh?
This REALLY SCARES ME because it shows how MIND NUMB our kids are. With those swine flu shots coming, I really worry about the youth.
After filming, the director and producers gave students a behind-the-scenes look at the production. Students saw the director’s notes and the story board. They toured the production van parked on campus. They saw the raw footage of the ad. They met with the director and the producer and discussed what happened.
Two weeks later, the students were invited to Redtree’s offices to talk with the crew. They also saw a rough cut of the commercial. At least one media observer describes this form of advertising as a “reality commercial.’’
“It’s a very smart way to get the viewer to believe they are still watching programming,’’ said Geoff Klapisch, a media and advertising professor at BU.
Yeah, DECEPTION is always a GREAT THING -- especially in BUSINESS, 'eh?
