Comcast's Child Labor

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Comcast - 'The Mail Time Song'
Comcast - 'The Mail Time Song'
Kids are funny. But when they're deadpanning lines about Blue's Clues around the office the way their parents would about The Sopranos, they're hilarious. To showcase Comcast's new on-demand service for kids shows Goodby, Silverstein and Partners enlisted the youngsters, dressed them up like their of-age corporate counterparts and fed them the lines. So was the talent really what made the spots? "They're really seasoned actors," jokes executive creative director Jamie Barrett. "I think for casting of hundreds and hundreds of kids and trying to find the handful that were natural and convincing, a lot of credit goes to [Hungry Man director] David Shane. He was incredibly patient with these guys—that was key, having a good chemistry."

Originally Goodby wanted to skew even younger, but, believe it or not, that wasn't going so well. "We wanted four, five, six, seven-year-olds," Barrett says. "There were a couple five-year-olds but it was mostly seven and eight, they had the ability to stand there and say something when the director says action." No problem children made it through casting, and other than the usual Attention Deficit Disorder, "which we all still have at some level" Barrett says, the kids were easy to work with. "A lot of the kids became friends; I think it was something with the power of numbers, they sort of feed off each other." Production wrapped before the kids got chummy enough to go out for 10 cent wing night. "To get that deadpan office-style humor out of the mouths of babes was a challenge," Barrett says, "But we were really happy with the way it worked out."
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