After years of declining attendance, the Puyallup Fair hired Jones Advertising to increase visitors – particularly from the more affluent residents of Seattle and Bellevue. In response, Jones created a fun, colorful, "blue ribbon" campaign built around a Hollywood-style song and dance number, which put the fair’s most iconic features to memorable music. By the time the fair closed, it was clear that the decline in attendance had not only stopped but had increased by over 58,000 visitors. Now that’s a party! But as fun as the finished commercial looks, there's a lot of hard work going on behind the scenes. From dancers, choreographers, makeup, wardrobe, casting, filming, post-production, and more–it took a cast and crew of over 25 people to turn a rainy April day into the brightest, bounciest day of summer. Here's a behind the scenes look at the production.
Choreography...
Post-production...
And, of course, the finished spot!