POP SOUND’S TIM WEST COMPLETES FINAL MIX FOR NEW “SMOKEY BEAR� PSA

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Santa Monica, CA – (June 24, 2008) – Ad Agency DraftFCB recently tapped the talents of POP Sound Mixer Tim West to complete the final mix for two new PSAs, featuring long-time wildfire advertising icon, Smokey Bear. The new PSAs entitled “ATV� and “Diner� communicate to Americans that there’s a Smokey Bear in all of us, encouraging every one to “Get Your Smokey On� and be more vigilant about preventing wildfires. To view the new spots, go to:

www.smokeybear.com

In the spot entitled “ATV� a young woman is mountain biking when she comes across two men unloading ATVs off a trailer. “Hey, guys!� she exclaims. The men’s jaws drop -- not because of her good-looks, but because she’s morphed into none other than Smokey Bear! “I wouldn’t start those here,� she says, informing the men that even something as seemingly minuscule as a motor spark can start a wildfire fire when fire danger is moderate to high. They readily take heed to her advice, apologize, and urgently load their ATVs back on the trailer. The spot ends with the call to action “Get Your Smokey On� and Smokey Bear delivering his famous line “Only you can prevent wildfires�-- delivered by actor Sam Elliott.

Following the same storyline, in “Diner,� two men are having coffee at a restaurant situated near a nature resort. One of them looks out the window and sees a smoker who carelessly tosses a lit cigarette on the ground. “Can you believe this guy?� he says. Now, transformed into Smokey Bear, he taps on the window to get the smoker’s attention. “Are you trying to start a wildfire?� he asks. The smoker looks shocked by the sight of Smokey Bear and quickly extinguishes the cigarette on a rock. “Sorry,� he says. The man in the diner than turns to his friend and asks, “Can you pass the honey?� According to POP Sound’s Tim West, working on a campaign with such historic significance was exciting (the Wildfire Prevention campaign featuring Smokey Bear was launched in 1944). But the agency’s creative team wanted to take a new approach to these new PSAs, he says, noting that wildfires still remain a pressing and important problem in this country. “The clients were very interested in creating a natural, realistic sound for the mix,� explains Tim. “They also wanted to make sure the transition from live-action to animation was seamless in terms of audio, as well as the visuals.� Making a contribution to a campaign with so much history, as well as one that will air for one to two years was a highlight for West. He also enjoyed working with veteran actor Sam Elliott. West recorded Elliott’s voice-over, completed ADR, and added several original sound effects, utilizing DigiDesign ProTools and the AMS/Neve AudioFile. Credits: Client: The U.S. Forest Service, the National Association of State Foresters and The Advertising Council Spot Titles: “ATV� and “Diner� Airdate: June 2008 Agency: DraftFCB CD/Copywriter: Scott Murray CD/Art Director: Dan Neri Senior Producer: Sam Ciaramitaro Group Executive Producer: Scott Mitchell Chief Creative Officer: Chris D’Amico Production Company: Nomad Director: Glenn Martin DP: David Dubois Executive Producer: Jim Evans Editorial Company: Optimus Editor: Jim Staskauskas Assistant Editor: Dustin LaForce Executive Producer: Therese Hunsberger Music Company: Composer: Rick Balentine at Score LA Audio Post Company: POP Sound Mixer: Tim West Executive Producer: Susie Boyajan About POP Sound: Elegant without being stuffy, POP Sound provides impeccable levels of service, combined with state of the art technology in a beach house chic environment. In a Mediterranean villa, 7 blocks from the Ocean, some of the best talents in the industry have been working since POP's inception in 1994. For Commercials and Advertising, POP Sound features the talents of Mixers Mitch Dorf, Peter Rincon, Stephen Dickson, Zac Fisher and Tim West. This award-winning team of Mixers has recently completed commercial projects for such clients as Nike, Coke, Mastercard, Michelin, Mini, Bud.TV, GM, HP, Netflix, Xnergy, Xbox and Ford.

www.popsound.com

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