One of the most popular reality shows recently has been "The Biggest Loser."  Inspired by its success, Martin's Super Markets created an ad called "The Biggest Saver."  The :60 commercial parodies the highly rated TV show using 3 teams competing against each other to find value and low prices at competing grocery stores, using double-coupons, shopping at big box stores, and shopping at Martin's.  

The assignment was to make this look like the TV show, so we shot with three cameras to replicate camera coverage used in a TV show and configured the cameras to deliver the look of "live" reality TV.  The three cameras changed angles every set up, giving the illusion of even more cameras, offering editor John Scofield (Scofield Editorial) enough variety in angles to create the fast cutting these shows use as their "signature look."  A high-drama music post-score from Jeff Gerson (Sound Thinking) punctuated the cutting, a James Beaver/Rachel Murphy-designed set delivered the "chintzy" look the clients wanted, and contestants wore custom T-shirts sporting the "Biggest Saver" logo.  A combined talent list from Indianapolis (Helen Wells) and Chicago (Simon Casting) delivered on the energy and "eye-rolling" moments with a eye-popping hostess.  Rick co-directed with director/DP Michael Bowie (San Antonio, TX) on principal cameras while Jon Gerard and Pat Stevens (Indianapolis) teamed up to pick off some terrific jib shots.  Scott Davis led the lighting crew developing a "spot-on" picture that mirrored the look of the national TV studio shows.  The crew from Martin's commented, "The shoot was great, so was editing and everything you guys did. Jeff, your music is dead-on perfect. It still makes me laugh when I watch it."  The spot ran during the Super Bowl and received many kudos from customers.    P.S. Win lunch with Rick if you can correctly identify the voice-over announcer at the beginning of the ad.