The inspiration behind that magic that is Oglebay’s Christmas commercial
Throughout the year, there are a few Wheelhouse Creative projects that are very much anticipated not only by our clients, but their clients and the Ohio Valley and Pittsburgh viewing area.
If you’re reading this, you’ve probably seen the Panhandle Cleaning commercials with the WVU golf coach as well as Santa making a mess. There are the amazing Bordas & Bordas Super Bowl commercials.
Then there are those special, magical Oglebay Festival of Lights commercials. Folks checking them out have to be amazed by the special effects that bring us true wonder at Christmastime.
Yet how did those commercials spring to life? Where did the magic come from?
Well, allow Wheelhouse creative director Joe Monahan to explain.
“Oftentimes, life helps out with creative,” he said. “I once took my daughter, Lena, to a cookies-with-Santa event at the local library. Everyone with kids has been to these things. You take your child to take photos with a man dressed in a Santa suit, and you don’t think much about it.
“Well on this day, as I took Lena up to get her photo, I took a good look at Santa, and actually paused. This particular Santa wasn’t what you typically see. He looked like the living portrait of Santa Claus, right down to the rosy cheeks.
“I snapped a photo of him with my cell phone and, the next day, I showed the video crew. We all had the same thought: This guy looks like the real deal, and we’ve got to use him in a concept for Oglebay.”
After researching the name of the Santa, Monahan and crew began with the basics.
“We started with a photo shoot at our studio, then we began writing TV scripts incorporating Santa Claus,” said the creative director. “He was a hit. Soon, he became known as Oglebay’s Santa Claus and began doing many of their events, such as light-up night and photos with Santa at the Good Zoo.”
It’s quite a story, not only because of the concept, but because of the starring supporting actress — none other than Monahan’s daughter Lena, who was there for the epiphany.
“Lena kind of fell into the commercial thing,” Monahan said. “She first appeared on a summer banner for Oglebay holding a butterfly. We weren’t even creating any marketing pieces that day. We were just taking photos of her for my wife around the Oglebay Mansion, and we managed to capture a great shot of her with a butterfly. It wasn’t planned. It just kind of happened.
“Well, we gave it to one of the designers who turned it into a banner for Oglebay, and their marketing department loved it. From there, we used her in a simple summer ad with Santa at the pool, followed by her being featured in a TV ad for the Good Zoo. This year she appeared in the ad for Festival of Lights with Santa Claus. The two have kind of become a duo.”
Lena has proven to be a true inspiration, not only to her father and with Santa, but in other Wheelhouse projects, like a Good Zoo commercial in which her furries spring to life.
“I have to credit her with the concept of the Good Zoo ad,” said Monahan. “We were trying to come up with something for the Zoo, and they wanted an idea of a child doing something before ending up at the zoo. That was the sum total of the request.
“I came home that evening to find a blanket spread across the living room floor with several stuffed animals lined up as if having a picnic. That little scene served as the inspiration for the ‘Find Your Adventure’ TV ad she appeared in for the Zoo. Just another example of life imitating art.”
The creativity that can literally spring from anywhere and into anything is what makes Wheelhouse Creative special.
“I believe it was Thomas Edison who said, ‘Invention is one percent inspiration and 99 percent perspiration,’” said Monahan. “That formula also applies to creative. The fun part is thinking of these things. Execution, which can also be fun, sometimes makes you sweat – or, in the case of FOL, freeze.
“Many have been the times when we are outside in 20-degree weather trying to get the shots we need. On top of that, it’s often in the dark, as Christmas lights don’t show up too well in the daytime. Once that part is done, it’s up to the Wizards of Wheelhouse, Pat Monahan and Dave Everly, to bring the vision, and the magic, to life.”
So, if your company would likewise wish to experience Wheelhouse’s magic, don’t hesitate. Spring into action and give us a call today at 304-905-6005.
