Image Campaign Designed to Build Ridership Culture
Monday, May 05, 2008 4:52 PM
Starting today, as you flip TV channels, you may see heavyweight, world-boxing champion George Foreman urging you to Ride METRO.
It's the start of METRO's I Ride campaign, a series of four commercials featuring local celebrities who encourage Houstonians to join METRO's I Ride movement.
"What we wanted to do was produce a series of commercials that obviously informed people of the problems Houston is dealing with - traffic and improving air quality. And we wanted to do it in an entertaining way," said Rob Fritsche, METRO's senior copywriter/producer, who produced the 30-second spots. "We approached several local celebrities who were more than willing to donate their time and effort to the cause, and we're extremely pleased with the final project."
The TV campaign will air on 12 local stations and 22 Comcast cable stations for five weeks through June 9. The print campaign will appear in 17 publications, including The Houston Chronicle. On the Web, you'll soon see animation on our home page, which you can click to a page that will offer three clickable buttons, each featuring one of our celebrities and the spots they shot with us.
The first commercial features Foreman, reminiscing about how he battled to win the Olympic Gold...but the one battle he'll never forget is fighting Houston traffic.
Click below to see the first Foreman spot, entitled "Battles." (All the spots are on YouTube now).
http://www.youtube.com/watch?v=MRnmdfJklF0
The second spot incorporates black-and-white photos of Foreman's early days growing up in Houston's Fifth Ward, in which he recalls how he depended on the bus to go to school and work. Click below to see Foreman in "Dreams."
http://www.youtube.com/watch?v=OwjX3WJRiM4
The third commercial highlights Outfielder Carlos Lee of the Astros being asked by a fictitious fan if he's ever afraid at the plate. He replies that's he more afraid of Houston traffic - and then urges everyone to Ride METRO to avoid traffic problems.
Click below to view the Carlos Lee spot.
http://www.youtube.com/watch?v=T4Yte0UX-90
The fourth commercial revolves around fashion designer Chloe Dao, the winner of Bravo TV's second season Project Runway.
"Essentially, each spot has a purpose," explained Fritsche. "The two Foreman spots were more celebrity endorsement/local youth makes good."
Major league baseball and the Astros want to help make a greener Houston, and Carlos Lee's efforts support that.
Finally, the Chloe Dao commercial, entitled "Destination Imagination," conveys the message that "METRO travels to so many places, it's really up to your imagination," said Fritsche.
"The Chloe Dao spot was the most ambitious spot METRO has ever created," said Fritsche. "It's a total departure from anything we've ever produced. Essentially, we turned the UH-Downtown METRORail station into a fashion runway for the night."
Click below to see the spot in which models are all draped in evening gowns created by Dao.
http://www.youtube.com/watch?v=UL7SerJbvnw
Fritsche said he enjoyed working with the celebrities, who graciously donated their time and received no monetary compensation from METRO.
"George Foreman is probably the most professional and most sincere person I have ever met. The man truly is a gentle giant who made sure we got what we wanted before he left," recalled Fritsche. "At the end of the session, when asked to take a picture with someone, his comment was, ‘I would like that very much.'"
Fritsche's favorite part of producing this series?
"The most fun was turning the rail station into Project Runway," said Fritsche, who enjoyed giving the rail station a completely new look.
By engaging local celebs to ask residents to ride METRO, this campaign - the first in five years - hopes to convince Houstonians to give METRO a try.
"We don't expect you just to park your car and ride transit the rest of your life. All we're asking is that you try it, and see how it works for you," said Fritsche. "See the difference it can make across the region if you just give up your car once or twice a week. Commuters save time, money and avoid stress."