After 12 years as a creative at New York's Ogilvy & Mather, Jim Jenkins struck out on his own a year and a half ago to write and direct the Animal Planet campaign, eventually becoming a budding hysteric on the Hungry Man roster. But he's continued writing ads, out of his own one-horse shop called Nice Big Brain. "I'm not interested in winning big branding accounts," says Jenkins. "It's just nice to shoot your own stuff." Especially if it's this funny. This spot, for Turner Classic Movies' annual month-long Oscar fest, features retirement home residents re-enacting Rocky. It stars, according to Jenkins, "real old people" (i.e., non-actors who were recruited from New York retirement homes). The title role belongs to a lovable former accountant who, if he doesn't punch meat all that hard, can yell "Adrien!" with the best of them.
Client: Turner Classic Movies Agency: Nice Big Brain CD: Jim Jenkins AD: Jim Larmon CW: Kenny Herzog Agency Producer: Ralph Laucella
Director: Jim Jenkins/Hungry Man Editor/Sound Design: Chris Franklin/Big Sky Editorial