When Monday morning comes, will it turn out that the director with the most spots in the Super Bowl will be a creative director? Pete Favat, group creative director at Arnold Worldwide, will have three spots in this year's big game as a director, one for Monster.com and two for the American Legacy Foundation's "Truth" campaign.
"Whenever the creative team wants me to direct stuff, I just will," says Favat. In the past, Favat has directed spots for Converse and the Massachusetts Department of Public Health. Last year, he directed half a dozen spots for American Legacy, an account handled by Arnold and Crispin Porter & Bogusky. He's also no stranger to the Super Bowl, having been behind the camera for a "Truth" spot that aired in last year's game. Three in one game, however, is a first.
"The clients really like it," Favat says of his dual role. "They know I'm going to put everything I've got into it, and we're going to keep the costs down."