www.tvweek.com/news/2008/03/ads_lag_in_shift_to_hd_form -
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Published on: 1/1/2008
Last Visited: 3/24/2008
"Sometimes it's director-driven, sometimes creative-driven and sometimes budget-driven," said Matt Bonin, executive producer at Crispin Porter + Bogusky's Boulder, Colo., office."Maybe 20% of what we do, we go into it aiming to shoot HD."That includes recent "advertainment" DVDs for Volkswagen and several commercials, including one for burger chain Wendy's produced by Aymi Beltramo.
"HD hasn't become an overwhelming or massive choice," said Mr. Bonin.
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"If you're a marketer, you have to make a conscious decision to purchase HD, and then you'll run it in two places," said Mr. Bonin.
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"It's very impressive to see something in HD," said Mr. Bonin.