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Superbowl XXXVI Ad Campaign

Block Buster Video!
Wed, Jan 30, 2002

Blockbuster’s New “Pet Shop” Campaign Features the Voice-Over Talent of Jim Belushi and James Woods and Hilarious Antics of Entertainment-Hungry Guinea Pig and Rabbit



Liz Greene
Blockbuster Inc.
(214) 854-3190

DALLAS – Jan. 30, 2002 – Move over moose and squirrel, Blockbuster Inc. (NYSE: BBI), the leading retailer in home entertainment, is catapulting a new animal pair toward stardom, and this time it’s a rabbit named Carl and a guinea pig named Ray. Voiced by actors James Woods and Jim Belushi, the cagey duo premiere nationwide, as featured characters in Blockbuster’s new "Pet Shop" advertising campaign, during the Super Bowl XXXVI on Sunday, Feb. 3, 2002. Singer Carnie Wilson rounds-out the star-studded cast as narrator of the campaign, which was created by Doner Worldwide.

"People may be wondering what a rabbit and a guinea pig have to do with renting movies and games," said Jim Notarnicola, executive vice president and chief marketing officer, for Blockbuster Inc. "The campaign concept is based on two characters, Carl and Ray, who live in the window of a pet shop directly across the street from a Blockbuster store. They have nothing else to do but observe and comment on the latest goings-on at their local Blockbuster. For them, every night is a Blockbuster night."

From their vantage point, Carl and Ray are inspired to enjoy Blockbuster entertainment vicariously, engaging in everything from flash dancing to kung-fu kicks and circus tricks.

Utilizing world-class computer-graphic imaging (CGI) technology by Academy-Award winning Tippett Studio ("Return of the Jedi," "Cats and Dogs"), the two fully rendered, three-dimensional characters were digitally animated into a live-action Blockbuster store setting. Award-winning director Steve "Spaz" Williams, chief animator for the film "Jurassic Park" and director of animation for the film "The Mask," directed the six spots in the campaign, which took approximately five months to complete.

In conjunction with the new campaign, Blockbuster will re-introduce its most famous tagline, "Make it a BLOCKBUSTER Night®."

"Strategically, we believe that the tagline is the best articulation of our consumer mission – which is to help our customers transform ordinary nights into special ones," said Notarnicola. "It’s warm, it’s friendly, and now more than ever consumers are seeking familiar and likable ideas. We pulled out all of the stops to create two new beloved characters and a unique, innovative and memorable campaign that is synonymous with the Blockbuster experience."

About Blockbuster

Blockbuster Inc. (NYSE: BBI) is a publicly traded subsidiary of Viacom Inc. (NYSE: VIA, VIA.B) and is the world’s leading renter of videos, DVDs and video games, with approximately 7,800 stores throughout the Americas, Europe, Asia and Australia. The company may be accessed internationally at Viacom is the No. 1 platform in the world for advertisers, with preeminent positions in broadcast and cable television, radio, outdoor advertising and online. With programming that appeals to audiences in every demographic category across virtually all media, Viacom is a leader in the creation, promotion and distribution of entertainment, news, sports and music.



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