Fluid Turns the Tables on Customer Service with Advance America

Fluid Editor John “JP” Piccolo recently teamed up with Station Films Director Sam Cadman via agency Erwin Penland to tackle the business of customer service for a commercial campaign to promote Advance America.

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The campaign captures the unscripted reactions of customers approaching a deliberately disrespectful hot dog vendor. JP crafts Cadman’s expansive footage into several :30s presenting a closer look at the confusion of each customer.

“I had a great time going through all the footage, watching the different ways people reacted to the situation,” Piccolo said. “Sam shot for a full day, capturing so many bits that I had five times the usual number of :30s to present to the agency in the first rough-cut screening, giving the agency and director a chance to pick their favorites.”

Erwin Penland teamed up with JP because of his subtle comedic editing style and his proximity to Fluid’s talented affiliates, Butter Music and Sound and Mr Bronx Audio Post. “JP found the funniest and most awkward moments in the footage and created great hidden camera spots while working together with our music and sound design guys. We were the perfect shop for these spots,” noted Fluid Senior Producer Leanne Diamond.




Client: Advance America
Spot Titles: “Newspaper,” “Got Everything,” “Numbers”
Air Date: 4/19/2013

Agency: Erwin Penland
ECD: Andy Mendelsohn
GCD: Joe Gilman
CD/Writer: Pete Kearney
CD/Art Director: Jimmy Collins
Producer: Heather Haley

Production Company: Station Films
Director: Sam Cadman

Editorial: Fluid
Editor: John Piccolo
Producer: Leanne Diamond
Executive Producer: Laura Relovsky

Music: Butter Music and Sound

Mix: Mr. Bronx Audio Post
Mixer: Dave Wolfe

About Fluid:

Fluid is an editorial company complemented by a community of innovative artists offering the complete spectrum of post-production services including award-winning original music, sound design, audio post, VFX, and finishing.