Once again, Fluid has teamed with McKinney (Durham, North Carolina) for the LongHorn Steakhouse (Atlanta, GA) chain, a leader in the casual dining industry. Fluid provided the offline and online editorial and created original underscores and sound design for Alice. Phase two of the agency Expect More campaign is musically intensive as all the information is conveyed to the viewer in song, and both the :30 and :15 are scheduled to roll out nationally Monday, April 17th.

To promote the U.S. chain, with restaurants located primarily in the Southern and Mid-Western states, McKinney created the humorous, music driven campaign tagged ‘expect more from your steak.’ The spots are viewed from the perspective of a customer who sings of his expectations and what he sees and experiences as he walks through a LongHorn Steakhouse. This time around the customer is surprised to find his grandma having dinner with her friend Alice – Alice Cooper that is – and collaborating on lyrics (‘flame, flame, flame burning in my brain’) with one of the most entertaining and unique rockers of all time.

Of the agency experience working at Fluid, McKinney Producer Anson Burtch said, ‘For a producer, getting a really terrific track and a sensational cut in one house is heaven, and our creative team likes being able to bop next door and work on something and then instantly get back to what they were doing. When edit and music are only a couple of rooms apart there is a remarkable creative synergy.’

The Fluid creative team included Offline Editor Scott Philbrook, Offline Editor Victor Melton, Editorial Producer Virginia Galvan, Executive Producer Marc Schwartz, Composer/Sound Designer Judson Crane, Music Producer Ian Jeffreys and Executive Producer David Shapiro.

McKinney was represented by Senior VP/Executive Creative Director David Baldwin, Group Creative Director/Art Philip Marchington, Group Creative Director/Copy Lisa Shimotakahara, Art Director Wes Whitener, Copywriter Mitch Bennett (who sings the copy on the spots) and Producer Anson Burtch.

The spots were lensed in a LongHorn Steakhouse by Biscuit Filmworks (Los Angeles, CA) and Director Mike Bigelow, Executive Producer Eric Stern and Line Producer Christina Donahue.

Nice Shoes (New York, NY) and Colorist Scott Burch completed the film-to-tape transfer.

Mixer Glen Landrum of Sound Lounge (New York, NY) completed the final audio mix.

About FLUID
FLUID, the New York-based original music, sound design and creative editorial studio, is headquartered at 532 Broadway, 5th floor, New York, NY 10012; phone (212) 431-4342; fax (212) 431-6525. Visit the FLUID website at www.fluidny.com

For more information, or to see a reel, contact Jessica Millington or Mendy Frohlich.

Credits

Client: LongHorn Steakhouse
Airdate: National rollout, Monday April 17.
Title of Spot(s): Alice (part of the Expect More campaign)
Length of spot(s): a :30 and a :15

Description of Spot(s): The spots are viewed from the perspective of a customer who sings of his expectations and what he sees and experiences as he walks through a LongHorn Steakhouse. This time around the customer is surprised to find his grandma having dinner with her friend Alice – Alice Cooper that is – and collaborating on lyrics (‘flame, flame, flame burning in my brain’) with one of the most entertaining and unique rockers of all time.

Advertising Agency: McKinney
City/State: Durham, NC
Senior VP/Exec Creative Director: David Baldwin
Group Creative Director/Art: Philip Marchington
Group Creative Director/Copy: Lisa Shimotakahara
Art Director: Wes Whitener
Copywriter: Mitch Bennett
Producer: Anson Burtch

Production Company: Biscuit Filmworks
City/State: Los Angeles, CA
Director: Mike Bigelow
Executive Producer: Eric Stern
Line Producer: Christina Donahue

Location of Shoot: in a LongHorn Steakhouse

Stock Footage Company: none

Offline/Online Editorial: FLUID
City/State: New York, NY
Offline: Scott Philbrook
Online Editor: Victor Melton
Editorial Producer: Virginia Galvan
Executive Producer: Marc Schwartz

Film to Tape: Nice Shoes
City/State: New York, NY
Colorist: Scott Burch

Visual Effects: none

Music/Sound Design: FLUID
City/State: New York, NY
Composer/Sound Designer: Judson Crane
Music Producer: Ian Jeffreys
Executive Producer: David Shapiro

Audio Post Production Company: Sound Lounge
City/State: New York, NY
Mixer: Glen Landrum