NEW YORK – A boy is strapped down to a chair in a futuristic laboratory as doctors monitor his vital signs… In this spot for Saatchi & Saatchi, the boy is a guinea pig testing out the hidden flavor strips in the new Fruit Roll-Ups. With a cinematic sci-fi thriller feel, the boy slowly eats the new Fruit Roll-Up. When he finally gets to the unidentified strip packed with extra flavor, it’s too much for his taste buds to handle and he is sent hurling back, still strapped to a chair, crashing through the brick wall of the lab.
Editor David Gioella of Northern Lights Post (212-274-1199) in New York cut the spot directed by Tripp Dixon of NFL Films in Mount Laurel, NJ. Chris Smith and Stephen Dewey of Machine Head in Venice, CA, created the sophisticated sound design, which was mixed by Glen Landrum at Lower East Side Audio in New York. Moving Images in New York color corrected the commercial.
