Aussie owned ad agency Mistress, Los Angeles gives a Red Bull comedy TV series wings
Mistress, Los Angeles, started earlier this year by Aussie expat creative directors Damien Eley and Scott Harris (ex-Mother London and BMF Sydney), has completed On The Wings Of Glory, a five-part comedy TV series about Red Bull’s ‘Flugtag’ – an event where teams attempt to fly homemade human-powered flying machines off a 30-foot pier into the water. The show’s finale airs on Fox Sports in the US tonight.
The series, that follows six teams through the process of constructingtheir craft, is centered around a host that becomes so inspired by thefootage he’s reporting on that he creates his own craft that doubles asa fully-functioning TV studio set. While presenting live at thePhiladelphia Flugtag, the set ‘unfolds’ to become a flying craft and helaunches the whole thing, cameras, lights and all, mid-sentence, offthe 30-foot drop into the water in front of 100,000 people.
“It’s the first show in the history of television to be constructed and destroyed before your eyes” says Eley.
Theseries, which has proved a top-rating show on Fox Sports Network, isthe first time Red Bull has embarked on a comedy series. Mistresswrote and co-produced the show while the team footage was shot andedited by 5th House Productions who spent months following the teamsand developing storylines. Mistress also created the eight-spot TVtune-in campaign (filmed live in the Fox Sports studios) along withexperiential stunts, and an extensive interactive digital campaignin which consumers can digitally construct their own Flugtag craft andsend the show’s host, Bert Kreischer, to ‘crash’ other websites.
As Harris explains,”it’s a collision of culture, entertainment and marketing”.
TheAussie expats say that Mistress is also working on long-formentertainment projects for ESPN and Mattel. Eley said of the newagency’s approach: “We’re finding that being able to not only solvemarketing problems with content, but to be able to surround thatcontent with advertising that is entertainment in itself, is a big partof the Mistress offering. And there’s no better place than LA to mixall those things together”.
19 Comments
Smart work bougeners.
I thought Katner and Partners was the AOR…. interesting times ahead…. i can feel the wings of change
Kastner & Partners won’t lose the account. People who know why.. know why. It’s not unusual for Red Bull to give small projects to other agencies. Kit.. your winds of change aren’t blowing anywhere.
Well done to Scott & Damo, this looks like huge fun
12:59PM. We do know exactly why Kastner didn’t work on this. And the Sydney outfit should be worried.
9am.. I’m curious. Why didn’t Kastner work on it?
if it was about quality of work or self respect, they should be worried…. it’s the best comms work on Red Bull that I have seen
Mistress do project work.1 project out of L.A. for Red Bull in the U.S.
Kastner (Globally) has the account.
Hahaha.. then 1.39pm.. you haven’t seen much Red Bull work.
C’mon guys .. stop praising your own work. It’s just a bit sad.
Flugtag is NOT A SMALL PROJECT FOR RED BULL… be careful
If you are going to praise your own work, then here’s an idea; Show it!
Oh the sounds of silence…………
Well done Mistress
I’m pretty sure they mean Damian and Scott are praising their own work on here.. it’s pretty obvious. Simmer down lads.
Hahaha.. then 1.39pm.. you haven’t seen much Red Bull work.
Perhaps you’re right. All I can remember is endless crap cartoons that may have been cool in 1975 with ‘Red Bull gives you Wings’ tacked on the end.
11:54am, 2:42pm, oh sorry, Ben.
Flugtag is just the beginning buster.
Doesn’t the guy who owns Red Bull part own Kastener and Partners? So he’s going to take the account away from himself? haha..
No Ben he’s not going to take the account away from himself. He’s just going to take it away from you. We’d thought you’d have heard by now? haha!
Crickets my friends………….
Lynchy, here’s an idea, next Flugtag work from Kastner, blog it and lets compare with Mistress’s
According to 2:42 the world keeps missing the pearls….
.
That will be excellent sport…..
Red Bull Air Race is pretty good comms work …