The Toronto agency is hoping for a brand bounce with its upcoming appearance on AMC’s reality show, competing for Clockwork Home Services in the U.S.
Lights! Camera! Pitch!
The wait is almost over as Toronto agency The Hive makes its appearance May 7 on AMC’s new reality series The Pitch (see the episode’s trailer below).
“Everybody is looking forward to seeing it – me mostly,” says Andy Krupski, The Hive’s president and CEO.
The Pitch takes viewers inside the walls of advertising agencies, and in a compressed one-week scenario films two agencies vying for a piece of real ad business. The Hive is facing off against Texas agency FKM, pitching for business from Florida-based Clockwork Home Services.
Last spring Ad Age ran a piece on the show, claiming producers were having a hard time attracting agencies to participate.
Krupski saw an opportunity and reached out. “I said, ‘We’re an independent. We love competition. And if you’re interested in us we’re interested in you.’”
Although the show revolves around agencies competing for new business, the series also delves into personalities, aiming to humanize the ad industry.
“What we’re really trying to do is make a show about people,” explains Eli Holzman, executive producer of The Pitch, whose previous work includes Project Runway and Undercover Boss. “The creative process is what it is, and the brands are interchangeable, but the people and their relationships are as unique as the day is long.”
The show embeds a producer and crew in participating agencies for the week, shooting about 150 hours per agency, which is ultimately cut down to a 42-minute episode.
By opening this window into the inner workings of the ad business, Krupski believes the show should reflect well on the trade. “It’s a professional business… and if that gets portrayed in the overall eight episodes, then I think The Pitch has done the industry a massive service.”
Asked if he’d do it again, Krupski pauses then confirms “Yes.” Then another pause, “Ask me that question again after the show.”
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