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The TV Shoot, The Spoiled Brat, And A Painful Lesson


It was two days before our shoot. I was in the office with the client going over the story boards and filling him in on all the details for his latest television campaign. At that time, with my agency being in its infancy stage, we were taking in any client we could, which is why I was seated across from the "Redneck Crazy Man" as I liked to refer to him. He owned a string of low end rental car shops and his only redeeming quality was that he was a quick pay.

For this particular shoot, my script involved an NBA star and a good looking young boy I had cast through a local talent agency. The boy had been in a few commercials and he knew how to take direction which is crucial when it comes to working with children.

As I was going over the script, the client stopped me mid-sentence, put a picture of a boy in front of me and said, "What ya think about this kid?" Not sure what he had up his sleeve this time, I looked at the picture of the 10 year old boy. "He's cute, why?" I asked. "Cause he's gonna be in the commercials." He said deadpan. "But I've already cast a boy through the talent agency who's perfect! He's coming in tomorrow to do the radio spot and he's contracted to do the TV shoot the following day." I replied. "Don't care". He said. "This here boy is my grandson and if he isn't in the commercials there ain't going to be any commercials." I looked at the picture again and looked back at my redneck crazy man client and shrugged. How bad could he be? I was about to find out.

The next day at our recording studio the "cute" grandson I'll call Jake in this article to protect all concerned, came in with his mother to do the radio commercials I had originally scheduled with the professional child actor. I gave Jake the script and because he had never been near a microphone, I began to coach him as to how close he should get to it, how to be careful about pronunciation, etc. "Let's try a few lines" I said, and that's when the fun began.

Jake I quickly learned, had speech problems. The client's name had a couple of "R"s in it and Jake pronounced "R"s like "L"s making the name of his granddad's car rental company sound like a Lithuanian side dish. In addition, he would put a "th" on all words containing an "S". No matter how many takes he did, the copy came out sounding like a foreign language. Jake grew restless and complained to his mom that he was bored and wanted to go home. And after a couple of hours of futility I ended up salvaging what I could and hoped the listeners were bilingual.

The following day Jake showed up (late) with his mom for the television shoot. Our crew had already been there several hours setting up for our first scene while the NBA star was in makeup. Jake looking bored, grabbed a basketball and started bouncing it on the court right next to one of the sound engineer's high end reel to reel tape machines. "Be careful bouncing that ball so close to that machine." I told him. "That is a very expensive piece of equipment." "Who cares?" He replied deadpan. "If it breaks, my grandfather will pay for it." That's when I knew we were in for a long day.

As I tried to get him to focus on the lines he was to deliver (in that special foreign language of his) his eyes went right to the craft services. "Donuts!" he cried as he dropped the ball right on the tape machine and began stuffing his face. I had rewritten most of the lines trying carefully to edit out any "R" words but the name of the company couldn't be avoided. When he was not causing mischief or complaining to his mom that he was bored, Jake was hungry or he was tired, sprawling around on the basketball court while I tried diplomatically to get him back in front of the camera. At one point I found him trying to flirt with some of the female crew telling them that when his grandfather "kicked" this would all be his. As I steered him into makeup, the makeup artist said, "My, what cute little boy!" "I'll get back to you at the end of the day to see if you have reassessed that opinion" I whispered to her.

The grandson was not only confrontational and rude to the crew but also to the NBA star as well who looked like he wanted to crush the little runt a few times. The rest of the shoot went as smoothly and after about 10 hours of work, I prayed we had enough film to choose from to finish the :30 second spot.

The makeup artist came up to me later in the day and when I asked her if she still considered the boy cute, I seem to remember her response including the word "strangulation".

What was the lesson in all this? Well despite what you have heard, the client isn't always right. In fact, sometimes the client is dead wrong. It all depends on your relationship and chemistry as to how you handle a difficult situation such as this. Don't be afraid to assert yourself in showing the client what's best for his advertising and marketing plan for it will benefit both of you in the long run. Just as he is an expert in his business, so too are you in yours. And if you are ever in a situation such as the one I've just described, the "grin and bare it" approach may be your only option!

Hal Eisenberg is an award winning copywriter, voice over talent and producer, as well as owner of The Eisenberg Agency, a full service advertising agency specializing in creative ads that get results.

Visit his web site at http://www.eisenbergagency.com
Mailto: halacious@eisenbergagency.com.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. May / 25 / 2020

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CitizenNet, Condé Nast's Social Advertising Agency, Honored With Four Stevie Award Wins In The 2020 American Business Awards  MarTech Series

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Trump campaign plans $1 million advertising attack after Biden's black voters comment  CNN

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What is Display Advertising (Display Ads) - Guide  TechFunnel

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The Atlantic Lays Off 68, Citing ‘a Bracing Decline in Advertising’  The New York Times

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Introducing 'HotPlay' – the innovative new advertising platform  Bangkok Post

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Reddit Launches New, 12-Week Online Advertising School Program  Social Media Today

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Apple's 'Bounce' AirPods Ad Wins 'Best of Advertising' Award  MacRumors

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CBS Courts Advertisers Virtually, With a Zinger From Stephen Colbert  The New York Times

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AdTech Roundup: Top Things in Advertising Technology  MarTech Series

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Thought Leaders Weigh In On The Post Pandemic Advertising And Media Landscape  Forbes

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Here are 18 firms that sellers and advertisers depend on to navigate Amazon - Business Insider  Business Insider

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Exclusive: New York Times phasing out all 3rd-party advertising data  Axios

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How OOH Advertising Might Play Out Post-Pandemic  Chief Marketer

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Volkswagen apologizes for 'racist advertising' of black man being pushed by white hands  NBC News

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Daytona hotels hope advertising draws visitors  Daytona Beach News-Journal

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Exxon Sued Again for 'Misleading' Advertising  DeSmog

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Tinuiti Doubles Down on Over the Top (OTT) Advertising and Expands Connected TV (CTV) Capabilities to Reflect Changing Consumer Behavior  MarTech Series

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COVID-19 Impact on Out-of-home Advertising Market Research | Trends | Recovery  Cole of Duty

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Tech This Week | Advertising a tax on the poor, pandemic going to exacerbate it  Deccan Chronicle

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Advertising Agencie Service Market 2020 In-Depth Analysis of Industry Share, S  GroundAlerts.com

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Cross-Platform and Mobile Advertising Market to Reflect Significant Growth During 2020–2027 | Google, Facebook, Apple, SAP SE, Yahoo, Microsoft  Cole of Duty

Coronavirus: Koreatown business ordered to stop advertising radish paste - Los Angeles Times
Coronavirus: Koreatown business ordered to stop advertising radish paste  Los Angeles Times

Dear Abby: We might as well advertise our home to intruders - The Mercury News
Dear Abby: We might as well advertise our home to intruders  The Mercury News

As the lockdown eases, KFC steps up advertising and shifts messaging - Digiday
As the lockdown eases, KFC steps up advertising and shifts messaging  Digiday

Global Interactive Advertising Market: Size, Share, Demand and Outlook 2020-2024 - Cole of Duty
Global Interactive Advertising Market: Size, Share, Demand and Outlook 2020-2024  Cole of Duty

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Commercials for college? Advertising in higher education  Brookings Institution

Big brands are telling TV networks they might not be buying as many ads as planned - Marketplace
Big brands are telling TV networks they might not be buying as many ads as planned  Marketplace

For-profit colleges drastically outspend competing institutions on advertising - Brookings Institution
For-profit colleges drastically outspend competing institutions on advertising  Brookings Institution

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How Fortnite is revolutionizing in-game advertising  App Trigger

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Advertising watchdog says AT&T’s 5GE marketing is misleading  RCR Wireless News

Facebook signals online advertising to take a big hit - DigitalCommerce360
Facebook signals online advertising to take a big hit  DigitalCommerce360

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Use Of Third Party Brands: Dos And Don'ts In Social Media And Advertising - Media, Telecoms, IT, Entertainment - Canada  Mondaq News Alerts

Seven is cutting the amount of advertising it will run - AdNews
Seven is cutting the amount of advertising it will run  AdNews

$10 Billion: Google’s Lost Advertising Revenues Due To The COVID-19 Outbreak - Forbes
$10 Billion: Google’s Lost Advertising Revenues Due To The COVID-19 Outbreak  Forbes

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Ghirardelli Deceptive Class Action Advertising Thrown Out  The National Law Review

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What Australia's Eurovision AI contest win means for the future of advertising  AdNews

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How Advertisers Scrambled To Ditch Ads And Shift Messaging During The Coronavirus Pandemic  WBUR

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Online Advertising Platform Market | Demand Analysis, Revenue, Size, Rising Trend and Forecast 2025  Cole of Duty

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UK Advertising Standards Authority Reports Gambling Ads for Minors at Lowest Point  European Gaming Industry News

News Outlets Want More Advertisers to Act Like Burger King - The New York Times
News Outlets Want More Advertisers to Act Like Burger King  The New York Times

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Globe publisher says print advertising revenues headed for 'accelerated decline'  Yahoo Canada Finance

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Advertising agencies call out brands delaying payment  AdNews

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Lowe's topped Home Depot thanks to advertising and geography  AdAge.com

Video Advertising Software Market to Set Phenomenal Growth from 2020-2025 - Cole of Duty
Video Advertising Software Market to Set Phenomenal Growth from 2020-2025  Cole of Duty

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SpotX Brings Comprehensive Measurement and Attribution Suite to CTV Advertising Inventory  MarTech Series

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Global Mobile Advertising System Market Projected to Reach USD XX.XX billion by 2025- DoubleClick, Marin Software, MediaMath, Sizmek, AdRoll, Choozle, etc.  Cole of Duty

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'Our priority can't be to sell advertising' – Washington Post rethinks revenues in lockdown  The Drum

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Facebook highlights Digital Air Strike's Click to Marketplace advertising  Auto Remarketing

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Programmatic Advertising Market Demand, Growth, Opportunities and Analysis Of Top Key Player Forecast To 2028  News Distinct

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Editorial: Matching advertising grants can help area businesses recover  Aiken Standard

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Marketing and Advertising Agency Software Market: 2020 Global Industry Trends, Growth, Share, Size and 2026 Forecast Report  Jewish Life News

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Research Report and Overview on Pay-per-click (PPC) Advertising Market, 2020-2025  Express Journal

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Facebook, Google and Snap have found their knight in shining armor as ad spending craters  CNBC

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What We Learned About the State of Display Advertising from April Earnings Calls  eMarketer

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We're facing a new way of connecting with consumers  Bizcommunity.com

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Pay-per-click (PPC) Advertising- A Market Worth Observing Growth  openPR

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The OOH Billboard Will Become Prime Advertising Real Estate as States Reopen  Adweek

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Campaigners call for junk food and drink advertising ban as British PM hints at interventionism to tackle obesity  FoodNavigator.com

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BBVA launches an advertising campaign in different countries to support its customers during the pandemic  BBVA

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Digiday Research: 40% of advertisers won’t advertise near coronavirus-related content  Digiday

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How Coronavirus Pandemic Will Impact Advertising Billboard Lights Market Growth Analysis by 2032  3rd Watch News

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PSUs, corporates should connect with customers through effective advertising: PHD Chamber  Exchange4Media

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How the world’s biggest advertisers are spending (or not)  Digiday

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Performance Marketing Gets A Lift As Advertisers Look For Guarantees 05/13/2020  MediaPost Communications

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Conviva launches TikTok analytics for video advertisers  FierceVideo

From PepsiCo to GM, Big Advertisers Set to Cancel Commitments to TV Networks - The Wall Street Journal
From PepsiCo to GM, Big Advertisers Set to Cancel Commitments to TV Networks  The Wall Street Journal

YouTube goes after more TV advertisers with new program - Reuters
YouTube goes after more TV advertisers with new program  Reuters

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Coronavirus feeds advertisers’ shift away from Baidu  Financial Times

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Global Online Advertising Market Precise Summary of Participants, Factors Driving, Drivers | Forecast Up To 2029  WaterCloud News

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Advertising slump during virus crisis hits media jobs  Rappler

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GoodFirms Rolls Down the List of Reliable Digital Marketing, Advertising & SEO Companies for Q1 - 2020  EIN News

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