Brett Ratner, known for his work as producer, director and music video creator for chart-topping stars, is launching his newest venture as an advertising consultant.
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Brett Ratner Brands has already debuted its first advertising campaign, with a giant client (Guitar Hero) and a coveted commercial slot (The American Idol Finale).
The ad’s concept is a take-off on Tom Cruise’s iconic scene in Risky Business. In 30-second spots, American Idol finalists David Archuleta and David Cook lip synch to Bob Seger’s “Old Time Rock ‘N Roll,” while wielding a Guitar Hero guitar.
Ratner decided to branch into advertising when the writer’s strike slowed production on film projects. He doesn’t see his company replacing the traditional ad agency, but will instead work as a creative consultant.
Ratner’s goal is to make his ads celebrity magnets, creating the type of ads “everybody wants to be in.”
He told Advertising Age, “It’s all about connecting with audiences through the use of storytelling. Young people today are sensitive to being sold to. They sense when that happens and don’t respond to it.”
Activision CEO Bobby Kotick has faith in Ratner’s experience in the entertainment business. With successes like Rush Hour and X-Men, Kotick says Ratner “can build brands, sell brands and sell the art form.”
Ratner’s upcoming projects include a music video for Miley Cyrus and a possible movie adaptation of the video game “God of War.”
Below is American Idol’s winner David Cook in the Ratner directed Guitar Hero commerical.
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