Debbie Blank
We all know duct tape has many uses. Now the handy-dandy home repair tool is the chief prop in a commercial made by two local brothers that may air during the Super Bowl’s first quarter Feb. 4.
When Dave Herbert, 29, Morris, learned the 30-second commercial he made with brother Joe Herbert, 31, Batesville, was named a top five finalist Jan. 5 out of 1,066 entries nationwide in the Crash the Super Bowl contest sponsored by Doritos, “I just remember jumping up and down.”
Joe reports, “It was more than excitement, it was a big sigh of relief” after he had felt a lot of anticipation and endured sleepless nights waiting. “I'm not satisfied with top five anymore. Now we want to win!”
While judges narrowed the entries to five, now the public will determine the winner by voting online (please see box at right).
"Duct Tape" is based on a true experience that happened to the oldest brother. “It's sort of a real -life situation for everybody whose had a roommate.” A roommate who can’t keep his mitts off snack foods.
The hilarious commercial befits the West Harrison-based family. According to Joe, “Our mom (Diane) is funny without trying to be. Mom is very artistic and imaginative. Our crazy, silly sense of humor definitely comes from our dad (John). My wife will always say they (the five brothers) are great by themselves, but when you get all of them together ...”
“It's too much for some people,” admits Dave.
The best commercials were chosen based on originality and creativity, 40 percent; adherence to assignment and regulations, 30 percent; and overall appeal, 30 percent, according to the Web site.
"We knew offering the chance to have a consumer-created ad air during the Super Bowl would bring out people's creativity, and we are amazed and very impressed by the high quality, style and variety of ads we received," says Ann Mukherjee, vice president of marketing.
Joe Herbert, an Enhanced Telecommunications Corp. Web designer in Batesville, and Dave Herbert, manager at the family-owned Pastime Park, Harrison, Ohio, which organizes adult softball leagues and tournaments and youth baseball seasons, started an independent production company called Transit Films about three years ago. The two East Central High School grads asked a third one, friend Josh Beshears, Aurora, to join them recently. They previously made one short film, a series of 10 two-minute jokes, to gain experience.
“All of us kind of think big and act big,” Joe says of the family, who act on their dreams.
When Beshears found out about the Doritos challenge, “There was no hesitation whatever,” Dave recalls. According to his brother, “We love sports, we love the Super Bowl, we love those commercials (that air during it) and we love Doritos.”
Two Indianapolis professionals who volunteered for the first film came aboard again because the brothers are so much fun. Dave Herbert observes, “Our commercial looks good because of Jim (Timperman, director of photography) and it sounds good because of John (Blankenship, sound mixer and postsound).
The brothers and Beshears wrote and directed “Duct Tape” and “The Ultimatum,” which also placed in the top eight. According to Dave, “You do all this preparation for one and have all the people set up. To make a second commercial is easy.”
The eight actors in the two commercials ranged from Beshears’ Northern Kentucky University drama student friends to stand-up comedians. About a dozen crew members volunteered as well.
The cost of materials was about $3,000, paid for by Dave’s second mortgage and a credit card.
Top five winnings include $10,000 and a trip to Miami for a Super Bowl viewing party (alas, it’s not at the field). Joe predicts, “It's going to be a lot of fun.” His brother has e-mailed the other contestants and “I'm excited to meet them all.” Joe adds, “We've wished them luck and they've done the same to us. We're looking forward to partying together in Miami.”
After taxes and costs, the winnings will be split among the other 19 people involved. “We're not taking a penny,” Dave Herbert says. Joe points out, “Whatever happens after this is our reward.”
When the busy duo aren’t worrying about Doritos commercials or enjoying family life (Dave and Holly have three kids and Joe and Jayme have two, all 4 and under), they work on another venture – a game called Triviathon. “We're making some really big strides there,” says Joe. “With some luck, we'll be mass producing our first board game sometime in 2007.”
Now the brothers are in suspense until the first quarter of the big game. Joe Herbert explains, “For me, not knowing what's going to happen next is the exciting part.
“Who knows what's around the corner?”
Debbie Blank can be contacted at (812) 934-4343, Ext. 113; or debbie.blank@cnhimedia.com. To comment on stories, visit batesvilleheraldtribune.com.
