Note: These concepts were developed to promote Younger on TV Land for Loyalkaspar, a NYC-based agency.
- Slang Translator
This is a purely graphic spot until the tag. It translates the slang of 2000 into today’s slang.
2000 2014
Bling-Bling Selfie
You got served srsly
Not! TL;DR
Tight! Turnt
Jiggy Turn Down for What
Biotch Moysha
I’m like So pissed right now # pissed
Whassup FOMO
Liza Liza
Liza (photo from 2000) Liza (photo in her 26 year old look today)
Tag:
Younger
The more things change, the more they stay the same.
On TV Land
- Oh My God, You Sound Like My Mother
Liza, in her 26 year-old look sits at a table with a co-worker.
Liza, “I think you should dump the guy. He’s no good for you.”
Girl, “God, you sound just like my mother.”
Liza forces a nervous smile.
Tag:
Younger
On TV Land
- Time Capsule
A montage of news clips and pictures from 1999 intercut with shots from Liza’s real 26th birthday party. Tech stocks soar, Dire Y2k warnings, Destiny’s Child Posters, and Liza wearing lots of animal print clothing. Kelsey in the pictures is a young girl. - Make Over Montage
Liza in her bedroom goes through her transformation from a 40 year old to a 26 year old singing along to the radio as she goes. The song is a cut-down of Prince’s 1999 (the year she actually turned 26).
“I was dreamin’ when I wrote this
So sue me if I go too fast
But life is just a party
And parties weren’t meant to last
Yeah, they say two thousand zero zero
Party over, oops out of time
So tonight I’m gonna party like it’s 1999
Yeah, yeah”
At the end of the song she emerges from her room transformed into her 26 year-old look – she smiles.
Tag:
Younger
Time stands still when you’re having fun.
On TV Land
- Sears Portrait Studio – Photo Montage
In a series of stills we follow the timeline from the very first “mommy and me” Baby Pictures of Kelsey through her high school graduation. Mom looks identical in each. - I’m Gonna Need a Picture ID
Close up on Liza real driver’s license from the year 2000 when she turned 26 in the hand of a grocery store clerk. He holds it up, comparing it to her face suspiciously as she holds a bottle of wine. He looks down at it again. When we cut to the ID it is the present day fake ID that says Liza is 26. The clerk holds it back up to her face- again comparing the person that stands before him and the picture. He has aged 15 years but she is looking bright as ever. She smiles – he does not.“Do you have another picture ID?” - Time Has Come Today –
Liza (in her mom clothes and due) in front of a 3 way mirror. The camera moves in a circle around the two on a white cyclorama always focused on her. It creeps forward in a clockwise direction as she studies herself, but then begins to go backwards. As it gets faster and faster Liza’s outfits change in a timeline of the last 15 years- ending with her in her 26 year old look.This montage is set to Jimi Hendrix’s rendition of – Time Has Come Today
“Time has come today
Young hearts can go their way
Can’t put it off another day
I don’t care what others say
They say we don’t listen anyway
Time has come today
(Hey)”
Jimi Hendrix
- Make Up Mirror Montage
Liza enters her bathroom, groggy from sleep. Studies her mom look in the mirror over the sink. Splashes cold water on her face. When she comes up, she is transformed into her 26 year old persona.Set to Bowie or a cover of Changes:
“Ch-ch-ch-ch-Changes
(Turn and face the stranger)
Ch-ch-Changes
Oh, look out you rock ‘n rollers
Ch-ch-ch-ch-Changes
(Turn and face the stranger)
Ch-ch-Changes
Pretty soon you’re gonna get
a little older
Time may change me
But I can’t trace time
I said that time may change me
But I can’t trace time”
David Bowie
Younger
:15 Promo Ideas
LoyalKaspar
There is an upside – a series of :15 second spots
- Bra Shopping
A mom stands with her twelve year old in the lingerie section of a department store. The girl is petite and flat chested compared to her buxom mom. The girl looks down at her chest as Mom holds Double D cups to her chest. The mom notices the girl’s pout, and attempts to reassure her, “Oh honey, your boobies will grow in someday. You’re just a late bloomer.” The girl gasps in epic embarrassment.
The camera reframes to reveal Liza (Sutton Foster) picking out a nightie from the teen rack.
“Don’t worry kid. There is an upside.”
Tag:
Younger on TV Land
Late Bloomers Welcome.
- Jr. Varsity
A wide shot of the bench at a high school football game – Amid the giants sits a small kid, his pads and helmet are clearly too big for him.
The coach yells down the line, “Spencer!” The lightweight is stunned but springs to attention. “You putting me in Coach?” The Coach twists a ‘yeah right’ and hands the kid a fiver, “Eh, no, Pipsqeak. More important. I need you to go get me a chili cheese dog and a large root beer” Spencer walks slowly away from the field. “C’mon boy, let’s see some hussle.”
In the concession line, the kid shuffles forward with a hangdog look. Behind him in line, Liza notices him. “Chin up Sport. There is an upside.”
Tag:
Younger on TV Land
Late Bloomers Welcome.
- Birthday with Grandma
A kid’s birthday party is in full swing in the pavilion of a neighborhood park. The birthday boy, stands in front of an ancient lady. In the background is a cake with a 1 and 0 candle freshly blown out. The grandma bends low to look him in the eye.
Grandma, “You’re getting so big Tommy. How old are you now? Seven?”
Clearly annoyed, Tommy replies, “No. Grandma, I’m 10. (points to the cake) See? 10?”
Grandma grabs his face with her withered hand, “10 already? But you have such a baby face.” The kid peels out of her grasp – soooo irritated. The camera tilts up to reveal Foster helping herself to a piece of cake. “Might not seem like it today, but believe me, there is an upside.”
Tag:
Younger on TV Land
Late Bloomers Welcome.
Stand Alone :30’s (cutdowns possible)
- What’s your secret? (:30)
Camera pans down the line of chairs in a beauty parlor. A “Cougar,” that has clearly had a lot of work done, is getting her big hair blown out. She is glancing at the camera every time Reggie, her flamboyant hairdresser spins her around, as if she is looking for an opening.
“Oh hello, I’m Marcy (pointing to herself). Haven’t seen you in here before. You look stunning. And Roxy is so good—not as good as my Reggie here” He courtseys. I’ve been coming here for fourteen years, since I was thirty-ni, eh twenty-nine. Reggie works miracles. Normally come in on Tuesday, but I just had to show off my new friends… What do you think?” She boosts up her ample and very high rack. “Dr. Grossberg- he’s the best. I mean his name mean ‘big mountains’ in German- so he’s gotta be good. Right? Reggie can’t keep his eyes off ‘em.” (Confidential whisper). And soooo? What’s your secret?
Liza, getting a younger haircut, tries to be polite. “Secret?” Marcy leans in, “you know, a little lift, and little tuck, sprinkle in a little botox, and presto. Who’s your magician honey? I’m always on the lookout for a Master” Liza is genuinely puzzled. “Magician?” Marcy gets blunt, “Who’s your surgeon, honey?” Liza finally gets it, “Oh, no, I haven’t had any work done.”
Roxy, Reggie, and Marcy all roll their eyes. Marcy gives a knowing wink. “Oh, me neither. Well hardly any. But don’t worry honey, you secret is safe with Marvelous Marcy.” Liza, “ Really, I haven’t had work done, unless you count getting a new haircut.”
Marcy feels snubbed. “Well if you don’t want to tell me just say so… Reggie” On cue, Reggie spins Marcy around, turning both their backs to Liza. Liza sighs. Exasperated. “OK then.”
Tag:
Younger on TV Land
You’re as younger as you feel
- Fake ID (:30)
Liza enters a rundown passport photo storefront wearing sunglasses. She looks around until an older customer exits. She approaches the seedy looking clerk.Liza, “Eh, hi. A friend told me I could get a fake ID made here.”Clerk, “What? No. Who told you that kid? No. That’s illegal. No. The cops would be all over me. Wait are you a cop? No. You’re not a cop. Who sent you?”Liza, “My friend, eh, friend’s mom Maggie (?) said you’re the best.”Clerk, “Maggie? (sly smile) Maggie… Ok, let’s see what we have to work with.
Liza takes off her glasses. The clerk studies her. “Ok, ok. I can work with this. How old do you want to be… I think we could manage 22 -23.”
Maggie, “I think 26.”
Clerk, “Easy Cupcake. The older you make yourself the tougher it is going to be to pass. Bouncers are not as dumb as they look… How old are you really?”
Liza. “I’m forty.”
Clerk, confused, “Riiiigggght. OK. 60 bucks.”
Tag:
Younger
TVland-
No longer wasting youth on the young.
- Mom Jeans Redux
This is a parody of a Special K or Greek Yogurt commercial. You know the type. Liza is getting dressed to a bouncy teen pop song. Bright colors, teen idol posters. Throw pillows fly while Liza, in her camisole scours the closet for the right blouse, then rifles through the dresser drawers for her favorite jeans…. She throws herself back on the bed and puts her legs up in the air to slip into them- She zips them and jumps up to check herself out in the mirror.Kelsey enters. “MOM! What are you doing in my room?” Liza looks back sheepishly, unsure where to start. Doesn’t matter because Kelsey suddenly notices.“Are those MY JEANS?” Liza can only wince.“Ewwwwww” Kelsey screams and runs away.Liza regroups and checks out her butt in the mirror.
Tag:
Younger
Learn to love Mom Jeans on TVLand
- Welcome Valued Customer
Liza steps up in the checkout line as a young pimply faced Clerk checks out her groceries. He gets to her wine (four or five bottles) and looks at her for the first time. A red flag goes off.Checker, “ID please.”Liza rolls her eyes trying to look casual and innocent. She pulls out her wallet. The Checker looks it over but it is not convinced.“What’s your birthday?” Liza rattles it off rapidly. The Checker’s eyes squint suspiciously. After a long pause he pulls the microphone close to his mouth, keeping an eye on Liza. “Manager needed, checkout aisle 6.”Liza sighs. “Really? I’ve been coming to this store for 5 years now, and for your information I could buy alcohol legally before you were born.” The Clerk is unconvinced, and just nods behind his pasted-on smile.
Liza, looks at the folks standing behind her in line. One guy is struggling to juggle onto all the ingredients for his cookout. She silently mouths, ‘Sorry,’ and gives the universal sign for ‘what are you gonna do.’ He is not amused.
Liza looks at the Clerk and points to the growing line. He is not going to budge. Suddlenly, the jar of mayo the Shopper in line was holding drops to the ground. He snaps, “Thanks a lot young lady.”
Liza sighs, defeated. “OK. OK. Take it off. Take off all the wine Skippy.”
The Clerk triumphantly takes the bottles of wine off the belt with a smug and superior air.
Tag:
Younger
on TVLand.
We Card.