Keep California Beautiful - Beach Party Commercial (HQ)

The Brief:
Tool of North America director Geordie Stephens helms a memorable :60 romp for Keep California Beautiful in collaboration with BBDO that encourages citizens not to trash their beaches.

Told through a song-and-dance number wrought with sarcasm, a group of beautiful teenagers swears it's more fun to build a "garbage castle" than throw it in the trash. Broken glass, dirty diapers, and a hypodermic needle stuck in a girl's foot further solidifies the notion that Mother Nature is truly in danger if we don't do our part.

"Being on the West Coast I know firsthand the terrible state of the ocean and beaches here," noted Stephens. "Rather than showing the stark reality like a nature channel documentary, we felt it would be more powerful to expose the conditions by painting an ironic tale. By taking a tongue-in-cheek approach emulating 1960s beach movies, the spot's lyrics leave the viewer feeling inane if they've ever "trashed the beach." Much of the credit has to be given to Neil (Levy), Roz (Romney), and the rest of the BBDO crew who are all smart, funny people - that was where it all started."

"California has historically been a very strong brand, but with high unemployment and a host of other problems tarnishing the state, this spot is one small step in trying to motivate people to take an immediate, easy action: cleaning up after themselves," said Neil Levy of BBDO. "Tool did their usual great job bringing this idea to life. Replicating the iconic genre of the beach musical comes with major technical challenges, and Geordie and Jeff created a best-in-class team that perfectly captured that look and feel."

The Creds:
Client: Keep California Beautiful
Spots Title: Beach Party
Air Date: July 2009

Agency: BBDO West
ECD(s): Jim Lesser, Jon Soto
CD/AD: Roz Romney
CD/Copy: Neil Levy

Prod Company: Tool of North America
Director: Geordie Stephens
DP: Ross Richardson
EP(s): Brian Latt, Jennifer Siegel
Line Producer: Jeff Tanner
Production Designer: Peter Benson

Editorial: The Whitehouse Post
Editor: Dan Oberle
Asst Editor: Jeff Carter
Producer: Joni Wright

Telecine: New Hat
Colorist: Beau Leon

Online Company: Vendetta
Online Artist: Shauna Prescott

Title Design: Superfad

Music: Human Worldwide

Audio Post: Lime
Mixer: Joel Waters

Shoot Location: Westward Beach, Malibu, CA

About Tool:
Bicoastal Tool of North America represents top-tier artists to the advertising industry. Tool's collective of talent includes: directors, photographers, cinematographers, technologists, mobile content creators, and video game creatives. This diverse talent pool affords Tool the ability to serve as a resource for agencies across commercial and digital productions, packaging the best creative teams available to develop compelling advertising with our agency partners.

About KCB:
Keep California Beautiful (KCB) is a nonprofit environmental education organization that promotes individual responsibility for California's environment. Each year KCB mobilizes tens of thousands of volunteers in conducting cleanup, recycling and beautification projects across the state. KCB provides resources, education tools, and campaign materials designed to support local municipalities and non-profit partners in implementing litter prevention strategies, volunteer recruitment and training, community outreach, and information sharing. Keep California Beautiful is a nonprofit 501c3 organization.

For more info visit: http://www.trustcollective.com/portfolio/content/tool_kcb.htm

Category:

Comedy

Tags:

• california
• beach
• beach party
• commercial
• keep ca beautiful
• surf
• let's trash the beach
• frankie avalon
• 60s
• sixties
• Keep America Beautiful
• Beach Movie
• Beach Trash
• Beach Party
• Beach Litter
• Don't trash the beach
• Beach Blanket
• Bingo
• Gidget
• Beach Musical
• Geordie Stephens
• BBDO
• Tool of North America
• Beach Dance Party
• tool

[SanguineIllusion]

Do you live in California? If you aren't trolling with the first part of what you said, you should probably keep in mind that California is CONSTANTLY ON FIRE, so perhaps tossing cigarette butts out the window into what is typically dry brush might be a stupid idea.

[gliese581d]

that's really stupid . actually you do hurt people when you drop gum on the ground and people step on it and you ruin their shoes . and there are trash cans everywhere that don't cost you money to just put your trash away . and no one wants to see your garbage . you're making everything ugly . people like you should never go to the beach .

[mmmmmarcus]

I'm all for keeping beaches clean. After all, i'm a fisherman, and a polluted, littered beach is hell for both the fish, AND me! We don't deserve the bad rap we get. How many PETA spokespersons will spend three hours all by themselves removing line left by irresponsible anglers? You would be surprised just how many surf-fishermen take time out from their LEISURE day to clean up someone else's mess!

[Paulbarbato]

I love the satirical humorous irony applied to this ad. It really makes you not want to step on sharp objects or step in fecal matter.

[DomGENTILE22]

this is how tomoros dance is gonna be like...

[FrankieConrad]

Soo they want us to trash the beach?

[Constantia1000]

Remember that sign that read locals only? Well there is certain ettiquette just as there are community things you should be aware of when deciding where to set up a pad in the U.S. Remember, everything is simply flow here in California so what does that mean? ~Let's see?

Well if you have a faith, respect your neighbor.....Gotcha!

If you are in a certain career of your dreams.......stick to it!

If you are a dynamic individual....................­.. you will fit right in!

If not. .

~Get lost!

[lozer0squad]

@XradicalD HAHA I LIVE IN SAN DIEGO and i definetaly dont want home looking like this no LOL smiley face

[sourdoughress]

I love how east coast beaches are about 1,000 times shittier.

[XradicalD]

When visited San Diego i saw this commercial, loved every second of it. We need more commercials like this on TV

[sculptureattack]

@ladynemesis89 Darn those outer towners

[sculptureattack]

Sorry but it's the markets fault, people are stupid and always will be, that's why we sell cars and not jet packs, if you want to clean up the beach, clean up the way you package your goods.