Film:This spot (as well as the strategy and the ensuing campaign) was born of two simple observations: first, everybody I knew who got pregnant immediately ran out and bought a minivan long before they could possibly need one. Second, a lot of people were driving minivans to work, by themselves, with a nary a passenger to be seen. Chrysler's bread-and-butter was no longer the household's second car. Rather, it had become the vehicle of choice. It was a badge of honour that pronounced one's membership in a family unit. The once humble minivan, it seemed, had become a status symbol. On the shoot, we spent all day rehearsing for this one-shot spot; all day waiting for that brief moment at magic hour when the light would be just right. And then, when the moment finally arrived, the video assist went down. Fortunately, our DP knew what he was doing and nailed it. Status Symbolcw cd
'Status Symbol' for Chrysler Canada (Minivans)
Director Mark Story pays homage to my partner Briony.
