June 30, 2006
Cingular has Pollack on line for ads
NEW YORK (Hollywood Reporter) - Sydney Pollack is coming to
a theater near you.
The veteran thespian-turned-director is helming and
starring in the first commercial of his 40-year career, an
in-theater spot for Cingular reminding people to keep their
cell phones off at the movies.
It's the second first this year for Pollack, whose first
documentary, "Sketches of Frank Gehry," was released in May.
Beginning Friday (June 30), "Cliche" will be shown before
films on some 7,500 screens in Regal Cinemas (including United
Artists Theatres and Edwards Theatres) and AMC Loews theaters
around the country. Pollack -- whose many credits include
"Tootsie," "The Way We Were" and "They Shoot Horses, Don't
They?" -- plays himself, a director who interrupts a very
personal call in someone's home.
"Much to my humiliation, I've been an unthinking
perpetuator of this distracting behavior myself," Pollack said.
"Once I was onstage, participating in an interview in front of
a live audience when my cell phone rang." The embarrassed
director took the call and tried to make a joke of it.
BBDO New York and Atlanta produced the spot, which will
appear in 30- and 60-second versions. "We wanted a director who
could act," said writer Charlie Meismer, vice chairman and
senior executive creative director of BBDO New York, of the
frequent "Will & Grace" guest star. And just how did BBDO land
him? "We made him an offer he couldn't refuse," Meismer