September 13, 2004

		Land Rover Launches Branded Personality Quiz
		Fallon Wins Second Straight Commercial Emmy
		L.A. Spot Production Posts Modest Gains in July, August
		ON THE WEB: Attack of the 90 Foot Woman

Land Rover Launches Branded Personality Quiz

Land Rover "Skydive Donkey"

This week, Land Rover launches FindYourAQ.com, a microsite built around an online test that determines users' Adventure Quotient, or "AQ," a measure developed exclusively for Land Rover by online testing company Plumeus Inc.

To drive traffic to the site, Young & Rubicam/Irvine has launched a series of 15-second teasers shot by Napoleon Dynamite writer and director Jared Hess via Moxie Pictures. The comic spots never mention Land Rover, but instead show people in situations that don't match their AQ. A woman out to do some yard work, for example, is pressed into service as a street luger, while a body builder finds himself onstage at a karaoke bar.

Once on the site, users find out their AQ by taking a 15 question quiz, after which they can opt in for a more in-depth report and to receive further information from Land Rover.

Fallon Wins Second Straight Commercial Emmy

Citi "Outfit"

For the second year in a row, Fallon/Minneapolis has been awarded the Emmy for Outstanding Commercial by the Academy of Television Arts and Sciences. The award went to the Citibank commercial "Outfit" -- directed by Kevin Thomas of Thomas Thomas Films -- in which we see an average joe whose identity has been swiped by a shopping fanatic with a valley girl accent. The winner was announced last night in Los Angeles at the Academy's Creative Art Primetime Emmys ceremony.

The Emmy is the agency's second in as many years, following last year's win for the PBS commercial "Fish," shot by Y Tu Mamá También director Alfonso Cuaron. Fallon also won the commercial Emmy in 2001 for the Errol Morris-directed PBS spot "Photobooth."

This year's winner topped a list of nominees that included the Budweiser Super Bowl spot "Born a Donkey" from Goodby, Silvertein & Partners, directed by Jeff Goodby via Biscuit Filmworks; the Saturn commercial "Door Music," also from Goodby, directed by Anonymous Content's Mark Romanek; United Airlines' animated spot "Interview" from Fallon and ACME Filmworks directors Wendy Tilby and Amanda Forbis; the Office Max commercial "Rubberband Man" from DDB/Chicago and Anonymous Content's David Kellog; and the Miller spot "Dominoes" from Y&R/Chicago and MJZ director Fredrik Bond.

L.A. Spot Production Posts Modest Gains in July, August

Heading into the second half of the year, L.A.'s commercial shooting days posted modest year-to-year gains in July and August, according to numbers released Friday by the Entertainment Industry Development Corporation. Following a blockbuster June, in which location shooting days increased by 67 percent compared to a year before, production days rose by 2.8 percent and 8 percent, respectively, in July and August. The EIDC recorded 433 commercial shooting days in July -- the lowest monthly tally so far this year -- and 602 in August, the third highest total of the year, following February and March. Through August, the EIDC's 2004 tally outpaces last year's by 19.4 percent.

ON THE WEB

Fallon introduced its latest commercial for Lee Dungarees yesterday. It features a 90-foot woman who writes her number on the side of a building so a normal-sized, Lee-wearing guy can give her a call. Oh, but there's so much more to know, apparently, about the spot's ginormous star. Her name is Natalia, she has her own blog and the fakest sounding Eastern European accent we have ever heard. We discovered this by calling the number she writes on the billboard. Try it -- if you haven't already.

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