News
:30 California Tourism Spot Took Five Months
By Bob Shallit -- Bee Columnist
Published 2:15 am PDT Monday, April 3, 2006
Story appeared in Business section, Page D1
There's quite a story behind the new California tourism ad now airing nationally.
The 30-second TV spots - produced by Sacramento's Mering & Associates Advertising - took almost five months to complete. Not five months of nonstop filming. More like filming one day, then waiting a month, then filming some more, then waiting.
The problem: It was hard coordinating schedules for the various celebs - including actor/director Clint Eastwood, "Desperate Housewives" star Teri Hatcher, beach volleyballer Misty May and skateboarder Tony Hawk - all of whom make cameos in this year's spots.
"When you work with celebrities, it's always time-consuming," says agency head Dave Mering, who produced the ads for the California Department of Tourism.
For example, Hatcher, a Hollywood hottie who's appeared on countless magazine covers in the past year, was approached last October and expressed interest. But it took until February to get her in front of a camera.
In the finished TV spot, which can be previewed at www.mering.com, Hatcher is shown at Disneyland, escorted by Mickey and Minnie. She sets up the spot's tagline - "Do you feel lucky?" - delivered by Eastwood as he strokes a putt on the seventh green at Pebble Beach.
Hatcher, who said she hangs out with her daughter at Disneyland regularly, was "awesome" to work with, according to Mering officials. Same with Eastwood. Lots of celebs show up late for shoots as a matter of principle. But Dirty Harry was there a half hour early and refused any makeup.
According to Mering, "He just pulled up, walked onto the green and said, 'Let's go.' "
Refreshing change: Speaking of Mering & Associates, the company's Web site has a serious case of the blahs. No, it's not plain or boring. On the contrary.
The home page has a headline, "Think 'Til It Hurts," followed by key phrases found on company Web sites: "agency," "clients," "awards," etc. Instead of the usual platitudes, however, the text is nothing but a repeating series of a single word: "blah." As in blah, blah, blah.
Account director Lori Bartle says the company's anti-ad gets kudos from clients who welcome a break from typical "marketing-speak."
Right on track: Fry's Electronics could have its long-planned Roseville store under construction within the next 60 days.
Spokesman Manuel Valerio says plans are to begin work by the end of May. The project probably won't be finished until early next year, although he's holding out hopes for a holiday season opening in December.
The San Jose company received a building permit for the project in December 2005. Some wetlands preservation issues still need to be worked out with the U.S. Army Corps of Engineers, says Roseville planner Mike Isom. But Valerio says those are a matter of "dotting i's and crossing t's."
Most of the chain's stores have distinctive themes representing the history or culture of the communities they serve. The Natomas outlet, the only other Fry's in this region, isn't particularly noteworthy. But this one - on North Sunrise, just off Interstate 80 - will have a train motif, with a locomotive crashing through the front of the building. On track with Roseville's roots as rail center.
Staying put: U.S. Bank Plaza is losing its "name" tenant next year. Wells Fargo Center at 400 Capitol Mall won't be facing the same fate.
Wells Fargo Bank has just renewed its lease with Equity Office Properties. The bank - a tenant since the building opened in 1992 - is keeping its existing 45,000 square feet of space, including the ground floor bank branch.
It's a relief, said Mark Geisreiter, a senior VP with EOP. He said the downtown office market is getting more competitive with construction starting on David Taylor's Six Twenty-One tower on Capitol Mall and other office buildings in the works.