It recently came up in a conversation that I wrote the treatment for the naughty Paris Hilton/Carl's Jr. commercial (www.spicyparis.com). His response: "It's good to meet someone who is putting into motion the things I think about at night." Indulge yourself and watch it, just keep a sock handy. Here's an alternate idea for a Carl's Jr. commercial that I'd love to see, as well.
Scott Keneally: Writer at Large
Carl's Jr. “That's Hot: Mechanic”
Treatment by Scott Keneally
First of all, I'd like to say how excited I am at the opportunity to develop this project with you. This spot is right up my alley. I love filming beautiful women and taking them to the next level of sex appeal. With that in mind, this campaign will make Paris Hilton look so outrageously hot that the viewer won't even want to blink for those 30 seconds. Not only will we redefine the very idea of what is hot, we'll re-contextualize her catchphrase so that it applies to the new Spicy BBQ Six Dollar burger. The overall effect will be a searing hot, stylish and iconic campaign that creates an association linking Carl's Jr. with the Ultimate Portrait of Desire. >>>Read More
Also, here's the treatment for a campaign I worked on for Mandalay Bay. You can view these Quicktimes at www.chrisapplebaum.com.
Mandalay Bay “Be Yourself. At Home”
Building upon the axiom that “What Happens in Vegas Stays in Vegas” these spots are all about creating a sexy, wild fantasy that is real and attainable. The true essence of Vegas is that people can go there to become someone entirely different for a few days. When we watch this, we will be utterly astonished that our characters are CPAs, Teachers or Pharmaceutical Reps. These people live ordinary, banal existences for 362 days out of the year. But in Vegas they can plug right into the thrill of life and become their true selves for a small window of time. And most importantly, by branding this type of greatness, ultimately, we are creating an association that equates Mandalay Bay with the Ultimate Fantasy. >>>Read More