THE JOY OF PAINTING CLIP FEATURING BOB ROSS LICENSED FOR INVESCO CAMPAIGN
INVESCO LICENSE FAMOUS FILM TV CLIP FOR TV CAMPAIGN
BACKGROUND:
For their latest campaign, American investment management company Invesco and their creative agency MullenLowe wanted to give a retro feel to the spot. The setting is a women’s basketball facility in Texas in the 80s, and the agency wanted to find an instantly recognisable clip from the same period to feature on the TV screen in the ad.
THE CALL TO BORN:
Having worked on several campaigns that required clip licensing and due to our great relationship with the Rights Holders and the agency, we were brought on board very early in the process to scope out feasibility for the ‘Joy of Painting’ clip featuring Bob Ross and explore other back-up options.
WHERE BORN LICENSING ADDED VALUE:
During the research and development phase, we quickly identified the Rights Holders of the footage and took them through the creative to make sure they were comfortable with the usage. We then negotiated terms and costs, and ensured that all deadlines were met on time. Given our previous work with clip licensing, we were able to guide the process smoothly, ensuring both Licensee and Licensor had every step covered along the way.
THE APPROVAL PROCESS:
As always, we managed the approval process from start to finish, submitting scripts, storyboards and edits for Bob Ross team’s approval to ensure they were happy with how the clip was being used in the ad. We were able to meet MullenLowe’s key deadlines in an efficient and expedited manner, making sure the campaign was ready for delivery to the client.
THE LAUNCH:
The 30” TV spot launched in mid-March in the US, and the 15” social edit featuring Bob Ross followed a few days after. The clip worked perfectly in the ad and helped to convey the message in a funny yet effective way.
THE EXPERIENCE
Being brought into the creative process at an early stage allowed us to develop multiple ideas alongside the creative agency in order to find the best version for the client. Once a final clip had been decided upon, we were able to use our industry knowledge and intimate experience with the entire licensing process to keep the project on-track and ensure all parties were able to focus on where their strengths lie.
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