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Super Bowl Q&A: What can the advertising world learn from this commercial?

Super Bowl Q&A: What can the advertising world learn from this commercial?

Director Wayne Craig and the Mechaniks wardrobe crew check out actress Beth Thieme as she tries on outfits for her role as Mom.

Cammie Greif of TaxACT celebrates the end of the location shoot – and what looks to be an awesome Super Bowl TV commercial.

Independent Studios sound designer Steve Kultgen created the music and audio bed for our TV spot. Here he records director Wayne (background) to try some additional effects.

We did a little round-the-table Q/A recently, with the TaxACT creative team to discuss a little of the backstory to making the spot. Here are some highlights.

What can the advertising world learn from this commercial?

Great ideas can come from anywhere and anyone.
Connie Collins, Senior Art Director

You don’t need to go to a coast to find a good ad agency.
Kevin Northway, Senior Art Director

Storytelling sells. At its most basic level, advertising is really about telling a story. People love to hear and see stories. They don’t like to be sold to. Tell them a good story, and they’ll pay attention.
David Morton, Creative Director

Fairy tales can come true, it can happen to you, when you’re young at heart.
– Kim Ketelsen, Writer/Producer

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