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...

12/03/2026

BIScience Adds Linear TV to its AdClarity Analysis Platform

Share Copy link Facebook X Linkedin Bluesky Email...

12/03/2026

Gray Stresses Importance of DRM for NextGen TV in FCC Sports Probe

Share Copy link Facebook X Linkedin Bluesky Email...

12/03/2026

Nebraska's HuskerVision Deploy Lawo IP Tech for Studio Upgrade

Share Copy link Facebook X Linkedin Bluesky Email...

12/03/2026

Comcast NBCU, Telemundo Station Group Announce $600,000 In Grants

Share Copy link Facebook X Linkedin Bluesky Email...

12/03/2026

EditShare To Highlight Analytical AI Capabilities At 2026 NAB Show

Share Copy link Facebook X Linkedin Bluesky Email...

12/03/2026

FreeWheel Launches AI Agent Infrastructure

Share Copy link Facebook X Linkedin Bluesky Email...

12/03/2026

COW Jobs: Editor de Vdeo - Direct Response, Performance Ads - Brazil, Remote

COW Jobs: Editor de V deo - Direct Response, Performance Ads - Brazil, Remote Brie Clayton March 11, 2026 0 Comments Editor(a) de V deo (Direct Respon...

12/03/2026

Avatar: Fire and Ash Graded with DaVinci Resolve Studio

Avatar: Fire and Ash Graded with DaVinci Resolve Studio Brie Clayton March 11, 2026 0 Comments Colorist delivers premium cinematic color across 2D, 3D...

12/03/2026

Boston Conservatory to Timothe Chalamet: We Care About Ballet and Opera

Boston Conservatory to Timoth e Chalamet: We Care About Ballet and Opera Boston Conservatory at Berklee students and faculty respond to the actors recent comm...

12/03/2026

Jam-packed weekend of Irish entertainment, sport and music across RT for St Patrick's Day

The Late Late Show Show St Patrick's Day special Dancing with the Stars f...

12/03/2026

GeForce NOW Raises the Game at the Game Developers Conference

GeForce NOW is bringing the game to the Game Developers Conference (GDC), running this week in San Francisco. While developers build the future of gaming, GeFor...

11/03/2026

Calrec To Unlock Hybrid Workflows At 2026 NAB Show

Share Copy link Facebook X Linkedin Bluesky Email...

11/03/2026

Matrox Video Enables the Next Era of Software-Defined Med...

Matrox Video will showcase its vision for the future of live production at NAB 2026 in Las Vegas, April 19-22, highlighting how broadcasters and media organizat...

11/03/2026

GlobalM Showcases Distributed Video Gateway Architecture...

Geneva-based technology company, GlobalM SA, is presenting its GMX Distributed Video Gateway, a software-defined IP media transport platform designed to replace...

11/03/2026

Video is King - 2026 Iconik Media Stats Report Finds Vide...

Backlight (booth #N2829), the company behind Iconik and Wildmoka, which power video workflows for large media and entertainment organizations, has released the ...

11/03/2026

QuickLinks Latest StudioEdge Models to Make North America...

QuickLink, a leading provider of award-winning video production and remote guest contribution solutions, presents its latest StudioEdge models at The NAB Show ...

11/03/2026

Telestream Expands Its Cloud Services with the Introducti...

Telestream, a global leader in media workflow technologies, today announced the expansion of Telestream Cloud Services with the introduction of UP, a new cloud-...

11/03/2026

Operative Launches AOS Configuration for Digital-First Mo...

Operative, the preferred advertising management provider for the world's leading media brands, today announced the launch of AOS for digital media, an AI-po...

11/03/2026

Calrec Redefines Broadcast Workflows at NAB 2026

Calrec will be located in Central Hall, on Booth C6907 Choice without compromise The broadcast industry is going through a rapid evolution that s signalling a...

11/03/2026

Worldstream and Cubbit launch sovereign S3 cloud storage...

The new service is hosted and operated entirely in the Netherlands, combining data sovereignty, resilience, scalability, and predictable costs without relying...

11/03/2026

Ease Live powers interactive Premier Padel experiences on...

Ease Live, an Evertz company and leader in interactive graphical overlays, today announced the successful deployment of its platform on Red Bull TV for Premier ...

11/03/2026

Mediagenix Title Management Accelerates Content Monetizat...

Mediagenix, a global leader in smart content solutions to profitably connect the right content to the right audience, is advancing its Semantic Intelligence cap...

11/03/2026

Emergent Launches Fusion- The Interactive Anything Platfo...

Emergent, a leading provider of AI-enhanced media production solutions, today announced the official launch of Fusion, a powerful, no-code application builder d...

11/03/2026

Techex Names Matt McKee as Senior Director of Sales, Americas

Share Copy link Facebook X Linkedin Bluesky Email...

11/03/2026

IAB Tech Lab Announces Content Monetization Protocol for AI LLMs

Share Copy link Facebook X Linkedin Bluesky Email...

11/03/2026

Mondae Hott Joins Kokusai Denki as Northeast Sales Manager

Share Copy link Facebook X Linkedin Bluesky Email...

11/03/2026

Gray Media to Air Cincinnati Reds' Games on WXIX FOX19

Share Copy link Facebook X Linkedin Bluesky Email...

11/03/2026

Shure Audio Solutions Deliver Super Bowl Win

Share Copy link Facebook X Linkedin Bluesky Email...

11/03/2026

UK's First Live Broadcast Using New n40 Private 5G Spectrum

Share Copy link Facebook X Linkedin Bluesky Email...

11/03/2026

Utah Scientific Expands Technology Partner Program With I...

Utah Scientific today announced the expansion of its Technology Partner Program with the addition of Audinate, Bitfocus, and Skaarhoj, three industry leaders wh...

11/03/2026

DigitalGlue Ends the Post Production Tax creativespace In...

DigitalGlue, creator of the creative.space on-premise managed storage platform, today revealed plans to launch creative.space Intelligence (CSI) at NAB 2026 (Bo...

11/03/2026

Maxon and Tencent Cloud Partner to Integrate HY 3D into C...

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

11/03/2026

NUGEN Audio Halo Vision Plug In Serves as Spatial Compass...

Composer and Re-recording Mixer Michael Phillips Keeley has built his career around immersive storytelling. Working from his Dolby Atmos-equipped studio, Sound ...

11/03/2026

YES selects Synamedia Iris to power advanced advertising

Leading video software provider Synamedia today announced that YES, the pay-TV subsidiary of the telco Bezeq (TASE: BEZQ), has selected Synamedia Iris to delive...

11/03/2026

Cost Savings Scalability and Smarter Monetization Viacces...

As media companies face increasing cost pressures and operational complexity, at the 2026 NAB Show in Las Vegas, Viaccess-Orca (VO), a global leader in OTT / TV...

11/03/2026

Digital Alert Systems Unveils Version 6 Software for DASD...

Digital Alert Systems, a global leader in emergency communications solutions for media providers, today announced the release of Version 6 software for its DASD...

11/03/2026

SES Brings Satellite Connectivity to Refugees in Chad

First Medium-Earth Orbit (MEO) deployment of the emergency.lu platform for refugees and their host communities' use provides dependable broadband for humani...

11/03/2026

Foundry releases Nuke 17.0

Foundry releases Nuke 17.0 Brie Clayton March 1, 2026 0 Comments Native Gaussian Splat support, new 3D system based on USD, expanded machine learning ca...

11/03/2026

Preserving UNESCO World Heritage with URSA Cine Immersive

Preserving UNESCO World Heritage with URSA Cine Immersive Brie Clayton March 1, 2026 0 Comments The Explorers turned to France's cultural landmark...

11/03/2026

I Clicked This By Accident And It Made After Effects SO Much Faster

I Clicked This By Accident And It Made After Effects SO Much Faster Graham Quince March 1, 2026 0 Comments Discover how Region of Interest in Adobe A...

11/03/2026

Cine Gear Connect Brings a Focused All-Day Experience to Industry City, NY

Cine Gear Connect Brings a Focused All-Day Experience to Industry City, NY Brie Clayton March 4, 2026 0 Comments Registration is now open for Cine Gea...

11/03/2026

La Vorgine Edited and Finished with DaVinci Resolve Studio

La Vor gine Edited and Finished with DaVinci Resolve Studio Brie Clayton March 4, 2026 0 Comments One of Colombia's most ambitious projects goes g...

11/03/2026

SoundMarket Launches 18,000+ Tracks of Real Music by Award-Winning Composers for Editors and Post Professionals

SoundMarket Launches 18,000 Tracks of Real Music by Award-Winning Composers for...

11/03/2026

Capta Center Supports NOVO19 Remote Production with Blackmagic Design

Capta Center Supports NOVO19 Remote Production with Blackmagic Design Brie Clayton March 5, 2026 0 Comments The facility provides production and playo...

11/03/2026

DigitalGlue Ends the Post-Production Tax: creative.space Intelligence (CSI) Unifies On-Premise Storage with Forensic AI at NAB 2026

DigitalGlue Ends the Post-Production Tax: creative.space Intelligence (CSI) Unif...