Sony Pixel Power calrec Sony

Utopic Bags the Humor For Spartan Stores And Fairly Painle Advertising

01/03/2014

Utopic recently produced a pair of comedy-driven spots for Spartan Stores, one of the largest grocery distributors in the country. Created by Fairly Painless Advertising, the two: 30's, Hugs' and Digital Coupons,' tapped into Utopic's model of production, editorial, finishing and audio services to launch its Yes Rewards Programs' with a seamless, one-stop approach that delivered the campaign's message with humor and wit.

Utopic's comedy director, Al Wyatt, captured hilarious footage during a two-night shoot in Grand Rapids, Michigan. Both spots feature two Spartan employees brainstorming about the best way to show their appreciation for their customers while improving their shopping experience. Although the initial ideas and banter plays like a comedy sketch, the employees ultimately deliver the spots' messages and introduce the Yes Rewards Program' with clarity, as well as humor.

The fact that Fairly Painless took advantage of Utopic's full-service capabilities for this job was key to the success of the project, says Wyatt. Kat Pryor (Utopic editor) and I got together before we shot a single frame to ensure we had good coverage. We were fortunate to start with such smart, funny scripts, and work with tremendous comedy actors that delivered very genuine and funny performances. Working closely with Tim Hackney, the agencys creative director and copywriter, we created the right tone for the spots quickly, which enabled us to make stop-on casting choices.

Wyatt tapped some of the brightest, funniest new talent with an assist from Paskal Rudnicke (Chicago) and Fahey-Dreher (Grand Rapids). After the shoot wrapped Hackney joined the crew back at Utopic in Chicago, where editor Kat Pryor delivered the right moments - and perfectly awkward beats - with precision.

There are directors and editors who help you make commercials, and then there are directors and editors who help you make commercials better, says Hackney. Thanks to Al, Kat, Heather and all the folks at Utopic, we got the latter.

Pryor edited the spots on Premiere, and her cuts were not only unanimously loved by all, but also approved by the client without a change. Working so closely with Al and Tim made editing these spots a pleasure from beginning to end. I had no shortage of options thanks to great writing, casting and coverage, says Pryor. You know it's a good session when you can't stop laughing.

Utopic's recently signed director of finishing, Christopher Elliott, used Autodesk Smoke to color and finish both spots.

Christopher did a great job finishing the spots and Brian Leitner added the perfect complement of sound effects to the mix, adds Pryor.

Production and post are inextricably linked, and Utopic's ability to take the job from concept through production, editorial, animation and audio allowed the company to optimize efficiency, maximize the budget and deliver a final product that exceeded the client's expectations.

Rumor has it that more Spartan Store spots with even more outlandish suggestions are already in the works for early this year.

About Utopic:

Utopic is an award-winning one-stop broadcast/digital company dedicated to providing agencies and brands with multi-platform integrated editorial, production, VFX, audio and interactive services. Its collaborative consortium of artists and producers offer a seamless approach to everything from traditional broadcast commercials and promos to complex interactive rich media, web content, mobile apps and virals. Utopic's mix of work includes broadcast spots and digital media content for clients such as Samsung, Kellogg's, McDonald's, Toyota, GM, NBC, Kraft and Jim Beam to name a few.

Credits:

Project: Broadcast Commercials

Titles: Hugs' + Digital Coupons' (:30's)

Client: Spartan Stores, Grand Rapids, MI

Advertising Agency: Fairly Painless Advertising (Holland, Michigan)

President: Chris Cook

Creative Director/Copywriter: Tim Hackney

Account Director: Craig Davis

Production Company: Utopic (Chicago)

EP: Heather Mitchell

Director: Al Wyatt

Producer: Michael Pearson

DP: Chad Terpstra

Post-Production Company: Utopic (Chicago)

Senior Editor: Kat Pryor

Asst. Editor: Christen Nehmer

Online: Christopher Elliot

Audio/Sound Company: Utopic (Chicago)

Mixer: Brian Leitner

Casting:

Chicago Casting: Casting Director Jennifer Rudnicke, PR Casting

Grand Rapids Casting: Casting Director: Maureen Dreher, Fahey-Dreher Casting

###
LINK: http://news.creativecow.net/story/874236...
See more stories from creativecow

Most recent headlines

05/01/2027

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be demoed at CES 2026

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...

01/06/2026

Dolby Sets the New Standard for Premium Entertainment at CES 2026

January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026 Throughout the week, Dolby brings to life the latest innovatio...

02/05/2026

Dalet Flex LTS Delivers Smarter Search, Faster Editing, and an AI-Ready Foundation for Modern Media

Dalet, a leading technology and service provider for media-rich organizations, t...

01/05/2026

NBCUniversal's Peacock to Be First Streamer to Integrate Dolby's Full Suite of Premium Picture and Sound Innovations

January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...

01/04/2026

DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION

January 4 2026, 18:00 (PST) DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION Douyin Users Can Now Create And Share Videos With Stun...

18/03/2026

Net Insight Names Larissa GrnerMeeus CPO

Newly named chief product officer (CPO), Larissa G rner Meeus will return to Net Insight on May 4. Larissa G rner Meeus will become CPO of Net Insight on May 4...

18/03/2026

SVG Europe's The Football Summit 2026: Select Sessions Now Available to Watch on SVG PLAY

SVG Europe's The Football Summit 2026 explored how the sports broadcasting i...

18/03/2026

SVG's SportsTech@NABShow Blog Goes Live as Countdown to Vegas Heats Up

The 2026 NAB Show kicks off one month from today and SVG is once again set to cover the show from every angle. SVG's SportsTech@NAB Show Blog is now live - ...

18/03/2026

The Premiere of Dead Lover Showcases Grave Robbing and Sex With a Giant Finger

(L-R) The cast and crew of Dead Lover at The Ray Theater for its premiere at the 2025 Sundance Film Festival. (Photo by Robin Marshall/Shutterstock for Sundan...

18/03/2026

Music Row Piano from Wiltone Productions

Yamaha C7 captured in Nashville Wiltone Productions have announced the release of Music Row Piano, a deeply sampled Yamaha C7 piano library that's been ...

18/03/2026

Techivation introduce T-Warmer Mk2

Bass-enhancement plug-in upgraded Along with a steady stream of new releases, Techivation have recently been revisiting some of the older plug-ins in their ...

18/03/2026

Tonal Balance Control 3 from iZotope

Mix-reference plug-in overhauled iZotope's powerful mix-referencing plug-in has just reached its third major version, and now boasts a new capture proce...

18/03/2026

Toontrack Transistor Organ EKX

Latest EZKeys 2 expansion arrives Toontrack's staggering collection of EZKeys 2 expansions has grown once again, and the latest instalment delivers a on...

18/03/2026

Jess Ho explores the politics of food in new SBS Audio podcast For The Culture

Jess Ho explores the politics of food in new SBS Audio podcast For The Culture 18 March, 2026 Media releases New SBS Audio podcast For The Culture, hosted ...

18/03/2026

Future-ready broadcasts with ATSC 3.0 and enhanced services from Rohde & Schwarz at NAB 2026

Future-ready broadcasts with ATSC 3.0 and enhanced services from Rohde & Schwarz...

18/03/2026

LCTWS 2026

London Calling - When The Industry Convened to Help Streaming Find its MoJo In this blog, Laura Rognoni reflects on key discussions from the Connected TV World...

18/03/2026

SMPTE Unveils 2026 NAB Show Educational Presentations

SMPTE Unveils 2026 NAB Show Educational Presentations Brie Clayton March 18, 2026 0 Comments SMPTE , the home of media professionals, technologists, a...

18/03/2026

Auditel Ad Campaign Shot on Blackmagic PYXIS 12K

Auditel Ad Campaign Shot on Blackmagic PYXIS 12K Brie Clayton March 18, 2026 0 Comments LED wall virtual production blends 12K open gate acquisition w...

18/03/2026

Brainstorm transforms productivity and sustainability with Suite 7 at NAB Show 2026

Brainstorm transforms productivity and sustainability with Suite 7 at NAB Show 2...

18/03/2026

Neutrik To Showcase opticalCON ADVANCED Connectors At 2026 NAB Show

Share Copy link Facebook X Linkedin Bluesky Email...

18/03/2026

SMPTE Details 2026 NAB Show Educational Sessions

Share Copy link Facebook X Linkedin Bluesky Email...

18/03/2026

Ben Bradshaw Joins PSSI as Director, Product and Network Development

Share Copy link Facebook X Linkedin Bluesky Email...

18/03/2026

Peter Thordarson Joins ASG as Technical Account Executive

Share Copy link Facebook X Linkedin Bluesky Email...

18/03/2026

Survey: Voters Trust TV News Over AI, Social and Search

Share Copy link Facebook X Linkedin Bluesky Email...

18/03/2026

2026 NAB Show Exhibitor Insight: Amazon Web Services (AWS)

Share Copy link Facebook X Linkedin Bluesky Email...

18/03/2026

SMPTE Unveils 2026 NAB Show Educational Presentations

SMPTE , the home of media professionals, technologists, and engineers, today unveiled its educational presentations for the 2026 NAB Show. This year SMPTE will ...

18/03/2026

Maxon Marks Its Official Entry Into the AEC Market With I...

Maxon, maker of powerful, approachable software solutions for creators working in 2D and 3D design, motion graphics, visual effects, gaming, and more, today ann...

18/03/2026

Digital Alert Systems NAB Preview 2026

Digital Alert Systems Preview 2026 NAB Show April 19 - 22 Booth C3452 At the 2026 NAB Show, Digital Alert Systems will showcase Version 6.0 of its DASDEC ...

18/03/2026

Setplex Transforms Video Streaming with AI and Super Aggr...

Setplex today announced that it will showcase its complete, fully integrated Zapflex platform for the first time at the 2026 NAB Show, introducing powerful new ...

18/03/2026

SES Announces Extension of Tender Offer

THIS ANNOUNCEMENT RELATES TO THE DISCLOSURE OF INFORMATION THAT QUALIFIED OR MAY HAVE QUALIFIED AS INSIDE INFORMATION WITHIN THE MEANING OF ARTICLE 7(1) OF THE ...

18/03/2026

COW Jobs: Seeking DP for Low Budget Dramedy - Chicago

COW Jobs: Seeking DP for Low Budget Dramedy - Chicago Brie Clayton March 17, 2026 0 Comments Seeking Director of Photography for Low Budget Dramedy Fe...

18/03/2026

COW Jobs: Seeking Gaffer for Low Budget Dramedy - Chicago

COW Jobs: Seeking Gaffer for Low Budget Dramedy - Chicago Brie Clayton March 17, 2026 0 Comments Seeking Gaffer for Low Budget Dramedy Feature Film- I...

18/03/2026

COW Jobs: Seeking Location, Sound for Low Budget Dramedy - Chicago

COW Jobs: Seeking Location, Sound for Low Budget Dramedy - Chicago Brie Clayton March 17, 2026 0 Comments Seeking Location/Sound for Low Budget Dramed...

18/03/2026

COW Jobs: Seeking Child Wrangler for Low Budget Film - Chicago

COW Jobs: Seeking Child Wrangler for Low Budget Film - Chicago Brie Clayton March 17, 2026 0 Comments Seeking Child Wrangler for Low Budget Dramedy Fe...

18/03/2026

Calrec Redefines Broadcast Workflows at NAB 2026 with its Most Powerful Hardware, Virtual and Hybrid Audio Lineup Yet

Calrec Redefines Broadcast Workflows at NAB 2026 with its Most Powerful Hardware...

18/03/2026

Oscar Nominated Two People Exchanging Saliva Posted with DaVinci Resolve Studio

Oscar Nominated Two People Exchanging Saliva Posted with DaVinci Resolve Studio Brie Clayton March 17, 2026 0 Comments DaVinci Resolve Studio handle...

18/03/2026

Boston Conservatory Presents Celebrated Musical Satire Urinetown

Boston Conservatory Presents Celebrated Musical Satire Urinetown Performances for this Center Stage production will take place at Boston Conservatory Theater ...

18/03/2026

Charlie Puth Joins Switched On Pop at Berklee NYC

Charlie Puth Joins Switched on Pop at Berklee NYC The Berklee alum spoke with host and Berklee NYC professor Charlie Harding for a live taping, answering audi...

18/03/2026

X-Rite Pantone Demonstrates Advanced Color Management Solutions to Support Smart Manufacturing at MAX and American Coatings Show

X-Rite Pantone Demonstrates Advanced Color Management Solutions to Support Smart...

18/03/2026

BAFTA winner James McAvoy to star in Sky Original series Meantime, based on the novel by Frankie Boyle

Wednesday 18 March 2026 BAFTA winner James McAvoy to star in Sky Original serie...

18/03/2026

Sky Sports and Zuffa Boxing announce multi-year agreement for the UK and Ireland

Wednesday 18 March 2026 Sky Sports and Zuffa Boxing announce multi-year agreement for the UK and Ireland Sky Sports and Zuffa Boxing have announced a new mult...

18/03/2026

Sky Unveils Poster and Trailer for Original Feature Film Shaun the Sheep: The Beast of Mossy Bottom

Wednesday 18 March 2026 Sky Unveils Poster and Trailer for Original Feature Fil...

18/03/2026

UP NEXT: Sky presents a bold slate of new, premium acquired content

Wednesday 18 March 2026 UP NEXT: Sky presents a bold slate of new, premium acquired content Sky reveals slate of newly acquired premium drama and comedy, as i...

18/03/2026

UP NEXT: Sky unveils an unmissable genre-spanning slate of new shows, exclusive previews and first looks for 2026 and beyond

Wednesday 18 March 2026 UP NEXT: Sky unveils an unmissable genre-spanning slate...

18/03/2026

Preparatevi Alla Terza E Ultima Stagione De 'La Legge di Lidia Pot' In Arrivo Solo Su Netflix Dal 15 Aprile

Back to All News Preparatevi Alla Terza E Ultima Stagione De La Legge di Lidia ...

18/03/2026

Netflix Drops Teaser and First Look Images for The Chestnut Man: Hide and Seek'

Back to All News Netflix Drops Teaser and First Look Images for The Chestnut M...

18/03/2026

Harmonic Enhances XOS Advanced Media Processor to Streamline Next-Generation Broadcast Distribution

New Playout-to-Delivery Capabilities Elevate ATSC 3.0 Experiences, Lower DTV In...

17/03/2026

NASA+ Prepares To Live Stream Historic Artemis II Mission, Bringing Deep-Space Exploration to Global Audiences

NASA+'s Rebecca Sirmons and Brittany Brown offer unique look at live streami...

17/03/2026

BBright's TTML & SMPTE ST 2110-43: One Single Stream For the Whole World

The transition to IP has fundamentally reshaped professional media infrastructures. Video, audio, and increasingly metadata now circulate as independent, precis...