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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: [email protected].


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sun. February / 28 / 2021

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What is programmatic advertising and how does it work?  Journal Times

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What's Next Following Enactment of Maryland's Advertising Tax?  Ad Law Access

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Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change  CNBC

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Facebook's New Campaign Defends Targeted Advertising Business  Bloomberg

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AdTech Roundup: Top Things in Advertising Technology  MarTech Series

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Daily News wins numerous honors in editorial, advertising contests  Bowling Green Daily News

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Huskers take home 12 Nebraska advertising awards  Nebraska Today

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Global Online Advertising Market Top Players 2028: Google LLC, Facebook, Inc., LinkedIn Corporation, Microsoft Corporation etc.  NY Market Reports

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Lamar Advertising Co (LAMR) Q4 2020 Earnings Call Transcript  Motley Fool

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Facebook Ad Campaign Promotes Personalized Advertising  The Wall Street Journal

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Advertising Platform Unruly Launches Full-Service Digital Creative Studio For Brands And Agencies  Yahoo Finance

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Waze veers off course for advertisers  Business Insider

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Dissecting Daft Punk's influence on advertising 'Around the World': Opinion  AdAge.com

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What Digital Advertising Gets Wrong  Harvard Business Review

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Lamar Advertising profits down sharply, but 'a strong fourth quarter' helped a bit  The Advocate

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J. Scott Franks, charismatic advertising executive, dies at 68  The Philadelphia Inquirer

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'Orange Corn' company is showcased in GoDaddy advertising campaign  WISHTV.com

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Merrick Pet Care launches largest advertising campaign in 30 years  KAMR - MyHighPlains.com

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MediaMath Expands Purpose Driven Advertising Initiative; Champions Multicultural Media via Curated Marketplace  MarTech Series

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Realeyes Attention Measurement for Video Advertising Achieves Performance Milestones, Brand Adoption and US Patent  GlobeNewswire

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Maryland’s Digital Advertising Levy Sets Off A New Battle Over Taxing E-Commerce  Forbes

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The 6th Wave of Advertising Technology: Privacy  AdExchanger

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Advertising Sales Representative (Brookings) | Other Jobs  The Chief News

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Lamar Advertising Co. Q4 adjusted earnings Beat Estimates  Nasdaq

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VidMob, a Software Firm for Advertising Creative Data and Services, Raises $50 Million  The Wall Street Journal

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Is digital advertising really paying its due?  Campaign US

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JOIN US ON MARCH 10: How to navigate the future of streaming-video advertising  Business Insider

Steve Connelly op-ed: Boston advertising needs an agency - Boston Business Journal - Boston Business Journal
Steve Connelly op-ed: Boston advertising needs an agency - Boston Business Journal  Boston Business Journal

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COVID-19 Changed The Advertising Playbook -- Now What? 02/25/2021  MediaPost Communications

Lamar Advertising Company Announces Fourth Quarter and Year Ended December 31, 2020 Operating Results - GlobeNewswire
Lamar Advertising Company Announces Fourth Quarter and Year Ended December 31, 2020 Operating Results  GlobeNewswire

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Facebook versus News: Advertising is the real problem  The Conversation AU

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Amazon and Advertising: Watch out Facebook (and Amazon's sellers)  CEOWORLD magazine

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Podcast Companies Are Betting on Advertising Technology to Boost Business, but Some Remain Hesitant  Morning Consult

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Are you utilizing YouTube to advertise your business?  KARK

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BetterHelp Spent $4.4 Million On Podcast Advertising In January (Report)  Tubefilter

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Jordyn Reese promoted to Global Head of Advertising at ONErpm  Music Business Worldwide

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Advertising on Social Media Regulation: Comments from an FTC Official  JD Supra

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How I Made It: Michelle Morgan Talks Career Advice & More  Seventeen.com

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The Time for Diversity in Advertising Is Now  Entrepreneur

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Mobile Advertising Platform Market Analysis, Growth, Vendors, Shares, Size, Trends, Challenges with Forecast to 2025 – The Bisouv Network  The Bisouv Network

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Advertisers, Skip the Platitudes in 2021  Harvard Business Review

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EDPS opinion puts targeted advertising in crosshairs | Article  Compliance Week

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This Mentorship Program Wants to Help Women of Color Succeed in Advertising  Adweek

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Lamar Advertising Earnings Preview  Yahoo Finance

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Spotify's Big Event Means Big Improvements for Users, Advertisers, and Shareholders  Motley Fool

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Airbnb Announces Major Global Advertising Campaign to Tout Hosting  Skift

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InMobi and Anzu Partner to Bring Programmatic In-Game Advertising to Brands Across the World  MarTech Series

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Verizon, AT&T bicker over 'best network' advertising claims  Light Reading

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How brands and publishers can partner on data strategies in the privacy-first digital world  AdAge.com

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Cigarette advertising could bring in big dollars, but it crosses a line.  Monterey County Weekly

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Lamar Advertising Company Announces Cash Dividend on Common Stock  GlobeNewswire

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REQUEST FOR PROPOSALS FOR OUT-OF-HOME ADVERTISING MANAGEMENT  Press of Atlantic City

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Bitcoin vs big tech: the death of advertising?  CoinGeek

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Targeting Big Tech, Maryland becomes first state to tax digital advertising  CNN

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2021 Amazon Advertising Guide for Sellers  Jungle Scout

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What advertising's biggest industry events will look like in 2021  AdAge.com

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Measurement Is Key Challenge for Advanced TV Advertising: Merkle's Andy Fisher – Beet.TV  BeetTV

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Maryland's Digital Advertising Tax Is Unworkably Vague February 10, 2021  Tax Foundation

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Australia won't advertise COVID-19 vaccine on Facebook but vows publicity  Reuters

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