Business Objective: Create simple and informative commercials on the issue of steering, an illegal tactic in which insurance companies force a particular autobody shop on their customers.

Situation: The California Autobody Association (CAA) is a non-profit trade association comprised of over 1000 individual and independent businesses within the automobile collision repair industry. Fed up with the illegal practice and ready to promote itself and its members, CAA turned to award-winning San Francisco ad agency Ozone to conceptualize and create two commercials and a 30-second Public Service Announcement (PSA). While Ozone handled the creative work and scriptwriting, they entrusted Mercury with taking their vision off the page and creating it on the small screen.

The Mercury Solution: With Ozone’s creative concepts in hand, Mercury set out to shoot and edit an effective commercial. Before they could break out the cameras, Mercury shepherded pre-production by setting up casting calls, scouting locations and booking an unlikely star (a massive longhorn steer that tipped the scales at just over a ton.) Once in the Golden State, it was all business. Actors were chosen, locations were prepared and Mercury’s production crew was all that stood between a bull and its freedom. Suffice it to say, nobody came home with any holes that weren’t there before. After production had wrapped, Mercury began the post-production process and orchestrated the completion of all three spots.

Timeline: 6 weeks

Results: The bull hit primetime with all spots airing across California. CAA then decided to take the spots to the silver screen in its latest pre-show advertising campaign in local theatres. “Not only was Ozone pleased with Mercury’s work,” said David McGrane, Creative Director of Ozone Advertising, “but the California Autobody Association is still sending me positive testimonials telling me how much they love the spots.”