New York City (May 19, 2006)–Buzz partner and award-winning audio engineer, Michael Marinelli, was recently called upon by Y&R/NY to lend his talents to legendary director Joe Pytka’s innovative new 30-second spots for Texaco.
“The spots couldn’t have been more different from each other, so each one presented its own unique set of challenges,” noted Marinelli. “And the client had very specific ideas of what they wanted to hear, so we dedicated a lot of time to the process of creating very distinct and diverse tracks tailored to complement Pytka’s innovative footage.”
In “Car Whisperer,” a group of men are peering under the hood of a car, scratching their heads and trying to figure out what’s wrong–based on the sounds they’re hearing. When a know-it-all friend shows up, he starts talking to the car in a language that sounds like ‘car noises,’ and the car responds. He then determines it’s a crankshaft problem.
From an audio standpoint, “Car Whisperer” was the most demanding spot, continues Marinelli, who worked closely with Y&R creative director Tommy Henvey on the campaign. “The client was extremely particular about the sound design authentically replicating the sound a car with a crankshaft problem makes, while also giving it a personality, so viewers could believe that the car is actually talking with this guy.”
Henvey noted, “I’m always amazed how much the sound work adds to the spots. There was a million ways to go directionally with these, and having Mike was invaluable because he’ll try anything to make the spots great.”
“This was the sort of campaign that an audio engineer relishes,” Marinelli sums up. “Collaborating with Y&R’s creative team and working with Joe Pytka’s footage was a joy.”