The Academy of Motion Picture Arts and Sciences is clearly far from “all work and no play,” if a fake commercial for the newly renovated Overlook Hotel from The Shining is any indication.

The organization ran an ad during its own event to promote the Academy Museum of Motion Pictures, a new museum dedicated to the art and science of movies that’s slated to open on Wilshire and Fairfax in Los Angeles in 2019

“More than a museum, this dynamic film center will offer unparalleled experiences and insights into movies and moviemaking,” said Wieden+Kennedy Portland, which is behind the ad.

The agency used footage from the 1980 horror film based on Stephen King’s novel, and performances by hotel staff, to create the fun and entertaining spot. The spoof invites guests to enjoy a “quiet, remote family getaway,” and touts the “famous garden maze” and “a surprise around every corner.”

“Our staff is hard at work to make you feel welcome,” a smooth-talking narrator says as employees scrub “redrum” from the door, assess the axe damage caused by Jack Nicholson’s character, dispose of the dresses worn by the creepy twin sisters in the movie’s famous hallway scene, and of course clean up all the blood on the floors.

Those interested in staying “forever and ever” can call an (833) number to dive deeper into the ad campaign for the museum, which is revealed at the end.

For the campaign, W+K also created print ads (posted above), which will run on social media, of products and services from famous films such as such as the Amity Island charter boat rental from Jaws, Sal’s Famous Pizzeria from Do The Right Thing, and Soul Glo hair care products from Coming to America.

“The Academy is creating something very special with this museum, and it was our goal to deliver to them a multi-dimensional campaign that was as surprising, crafted and smart as the museum itself,” Jason Kreher, W+K’s creative director of entertainment and editorial, told Adweek.

CREDITS

Client: Academy of Motion Picture Arts & Sciences

Project: Academy Museum

Agency: Wieden + Kennedy Portland

Creative Directors: Jason Kreher

Copywriter / CD: Erik Fahrenkopf

Art Director / CD: Max Stinson

Executive Producer: Ben Grylewicz

Production Company: Biscuit Filmworks

Director: Matt Dilmore

Partner/Managing Director: Shawn Lacy

Executive Producer: Holly Vega

Head of Production: Mercedes Allen-Sarria

Head of Production: Rachel Glaub

Producer: Nick Shandra

Director of Photography: Chris Soos

Production Designer: Josh Locy

Editorial Company: Joint

Editor: Nick Davis

Post Producer: Chris Girard

Post Executive Producer: Leslie Carthy

VFX Company: KEVIN

VFX Supervisor: Tim Davies

Flame Artist:

VFX Producer: Samantha Hernandez

Titles/Graphics:

Music+Sound Company: Extreme Music

Composer:

Sound Designer:

Song (if applicable): Dreamin’ Easy

Producer:

Mix Company: Joint

Mixer: Noah Woodburn

READ MORE: Adweek

Tags: oscars 2018


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