audioEngine Cleans Up With Bounty Viral

Continuing the studio's tradition of working with top-level talent and brands, audioEngine's Tom Goldblatt recently mixed a hilarious spoof music video from Bounty starring hip-hop legend Rev Run. The Scooter Bartacci-directed viral racked up close to three hundred thousand hits on YouTube after only a few days.

Bounty recruited both the famous rapper and audioEngine to contribute to White Glove, which is a follow-up to the paper towel expert's previous "Paper Towel Gang" virals. "Rev Run is an incredible talent and really easy to work with, and between his presence and all the talent and creative input from Publicis, we had everything we needed to generate a really special video. As viral work is becoming more prevalent throughout our industry its necessary to be sensitive to the emerging medium's parameters to ensure a successful product," noted Goldblatt.

The viral opens with "Principal Simmons" (Rev Run) visiting a classroom of bored students to inform them that substitute teachers will replace Mr. Lee for the day. A beat in the vein of the finest hip-hop classics then emerges as The Paper Towel Gang rolls up to the school in a drop-top, brazenly parks in the principal's reserved spot, and commences a relentless three-minute-plus verbal ode to Bounty's mad absorbency skills. The gang - composed of Mr. Absorbent and Dr. Spotless - rampage through the library, the classroom, the science lab, repeating their mantra "Bounty gets it clean" in an addictive, upbeat rap interspersed with comparative scenes of the paper towels easily absorbing coffee grinds while generic brands leave a rotten mess behind.

Credits:

Client: Procter & Gamble / Bounty
Spot Title: White Glove
Air Date: July 31, 2010

Agency: Publicis
CD: David Corr
AD: Kat Keeley
Copywriter: Bertrand Garbassi
Producer: Andrew Tucci

Prod Co: Brainwash Films
Director: Scooter Bartacci
DP: Jeff Venditti
EP(s): John Marias

Editorial Co: Chinagraph
Editor: Thomas OStuni
Producer: Rosemary Quigley

Music by: Mark Chu, Yessian

Audio Post Co: audioEngine
Mixer: Tom Goldblatt

About audioEngine:

Since opening its flagship facility in New York City in 2001, followed by audioEngine West in Phoenix in 2004, audioEngine has earned its reputation as a leader in the audio postproduction market. The magic formula for this success - the ability to deliver a full range of superlative creative services to the advertising, broadcast, and film industries. Featuring eight show place mixing rooms, and an all-star roster of award-winning mixers, sound designers, and composers, audioEngine prides itself on delivering topnotch creative audio in a relaxed and efficient client-centric atmosphere. The flagship facility at 817 Broadway in New York City spans two floors totaling a generous 12,000 square feet of studio space and six studios. Capabilities include mixing for all Dolby formats, complete radio production, custom music, and sound design. audioEngine is led by partners Bob Giammarco, Tom Goldblatt, Rex Recker, and Brian Wick. The roster of mixer/sound designers features Rob DiFondi, Kelly Harnett, Carl Mandelbaum, Hillary Kew Martell, Eric Hoffman, Weston Fonger and composer Jason Camiolo.

audioEngine contact: Sharon DiTullio-Tepper - sharond@audioengine.net