“Ocean's Eleven” star directs Whirlpool campaign for Latin American markets.
HOLLYWOOD—Andy Garcia has signed with Dark Light Pictures for representation as a commercial director. In his debut with the company, Garcia has directed a campaign for Whirlpool and Buenos Aires agency Madre that will air across Latin America and South America.
Although best known for his work in front of the camera, Garcia has a number of credits as a director in television and film, the latter including The Lost City, a 2005 film (in which he also starred) about a Cuban nightclub owner whose family becomes embroiled in the violent transition from the dictator Bautista to Fidel Castro. His alliance with Dark Light, however, marks his first foray as a director of commercials.
Dark Light Pictures executive producer Vince Arcaro believes that Garcia has great potential as a commercial director. “Andy has had an opportunity to work with and learn from many great directors—Francis Ford Coppola, Sydney Lumet—and cinematographers—Gordon Willis, Conrad Hall Sr.,” observes Arcaro. “He is a very seasoned director who brings a lot of knowledge, experience and creativity to the set.”
In addition to directing the campaign for Whirlpool, Garcia also acts in the commercials, playing all of the parts. The commercials offer humorous takes on common family situations and show how Whirlpool appliances help people enjoy life more. In two of the spots, Garcia plays a mother and a father engaged in kitchen and laundry chores. In a third spot, he plays a father and son planning a Mother’s Day gift. The campaign features the tagline “Better homes. Better lives.”
Mariana Gonzalez Ericsson, regional marketing general manager, Latin American region, for Whirlpool, notes that this is the first time Whirlpool has used a celebrity spokesperson and it conducted an extensive search before choosing Garcia. “We were looking for someone with the same values as our brand: a family person who is real and believable, with a touch of Hollywood glamour,” she says. “That’s Andy.”
Gonzalez Ericsson adds that having Garcia direct himself has proven to be an inspired choice. “He was so into the story and understood so quickly what we were trying to communicate that we felt immediately that he was the best choice to direct,” she says. “And, he’s been doing an amazing job.” She adds that the campaign has special relevance as it coincides with Whirlpool’s 100th anniversary.
Dark Light Pictures has made a specialty out of representing directors who have careers beyond commercials. Among others, its roster includes Caleb Deschanel, a well known feature cinematographer; actor, director and comedian David Steinberg and Michael Lehmann, director of the film Heathers and the television series True Blood .
“Andy is very enthusiastic about commercials, and this was the perfect opportunity,” says Arcaro. “It’s been a great experience and everyone is having fun working with him.”
About Dark Light Pictures
Over the past 17 years Dark Light Pictures has established itself as a problem solving resource for television advertisers, motion picture marketing teams, and producers of feature films and television specials
As a leading producer of television commercials Dark Light has created effective, imaginative advertising for some of the most influential advertisers in the country including The Coca Cola Company, Budweiser, Tylenol, Reebok, AT&T, UPS, Perrier, Boeing, Unilever, US Coast Guard, Honda, and The University of Southern California.
In the world of motion picture advertising, Dark Light has produced and filmed live action material for countless teaser trailer and motion poster campaigns including War of the Worlds, Mission Impossible III, The Other Guys, and Salt.
For more information, call (323) 460-2077 or visit www.darklightpictures.com