Pony Show's Spike Lee Rekindles the Flame For New York State
Bicoastal Pony Show Entertainment director Spike Lee reminds us why we love The Empire State in five :60/:30s for the New York State "I Love NY" campaign out of BBDO, NY. A famed, passionate New Yorker, Lee captures the business-savvy and industry-leading characteristics of New York in one anthem and four unique narratives about New York-based businesses. The :60/:30 "Anthem" is narrated by Robert De Niro.
The extolling campaign includes "Anthem," "BAE," "Fage," "Nano," and "Smith," each telling a different story of how New York State is 'Working For You.' The campaign features several companies including BAE Systems, Fage Dairy USA, CNSE and Smith Electric Vehicles. Each one of their stories highlights the supportive, successful, technological and prosperous qualities of New York State through personal interviews with the companies' executives and employees.
In "BAE," we are told about the flood disaster incident of September 2011 that nearly destroyed BAE Systems' Johnson City, NY facility. On September 8th and 9th, BAE Systems fell victim to a flood that essentially wiped out the whole facility. Fourteen hundred people were suddenly without jobs. Almost immediately, on September 11th, New York State came to Johnson City to provide assistance with a rapid recovery program. Offering aid with the drying and dehumidification of buildings, "New York State responded with extraordinary effort to keep our business here." "BAE" features several BAE employees tell their accounts of the incident and includes photographs of the flood disaster, recovery program, and restored facility. The spot closes on a busy street in Johnson City with the tag, 'The New New York State. Working For You.'