Behind-the-scenes peek at the making of a local Super Bowl spot

Stan Chang
Stan Chang
Jerrod Schreck
Jerrod Schreck

By Mari-Ela David - bio | email

HONOLULU (KHNL) - The Super Bowl is just around the corner. That means a big weekend for football fans, and hopeful big bucks for advertisers.

KHNL News 8 got a behind-the-scenes look at the creation of a Super Bowl commercial that's 100% local.

The magic behind TV: take a concept, build a blueprint, and execute.

"I've been really stressing," said editor/animator Stan Chang, the owner of Gravity, a Honolulu production company.

Adding to the pressure - it isn't a regular spot. For Chang, this is a first in his 30-year career.

"It was shocking when the agency told me it was supposed to be for the Super Bowl," he said.

Only hours before Friday's deadline, Chang's client, Hoku Scientific, sees Chang's creation for the first time.

The concept is simple - solar panels save money.

"As the sun comes up through the morning, you'll note that the electric meter turns forward. but as the sun hits the photovoltaic solar array, it starts to power up and turns the meter backwards," said Jerrod Schreck, Hoku's Business Development Director.

What's complicated is visually sending that message in only 30 seconds.

Every detail, and every second, counts.

"Any particular second that doesn't quite look right will affect the next and the subsequent and that all stacks up," said Schreck.

When it comes to football in Hawaii, Hoku says even a sour economy isn't enough to block this top-dollar 30 second opportunity.

"Clearly the Super Bowl is a premiere event to highlight your business, so we're taking advantage of it," said Schreck.

A national Super Bowl spot costs $3 million for 30 seconds. A local spot is less than 1% of that. Local commercial air-time is sold out for this Sunday's game.