Skift Take

Whether you like gladiator movies or just picked the wrong day to stop smoking, you're likely to pay attention to the state's summer 2013 ad campaign.

Source: Milwaukee Journal-Sentinel
Author: Paul Gores

Movie director David Zucker and actor Robert Hays will team up again to produce a television commercial for the Wisconsin Department of Tourism.

Zucker and Hays, known for their collaboration on the movie “Airplane!,” are back together for the first time in 32 years to make the TV ad, which will promote Wisconsin’s 2013 summer tourism season.

Gov. Scott Walker and Tourism Secretary Stephanie Klett made the announcement with Zucker and Hays at a press conference in Milwaukee Monday.

“It is a privilege for the state of Wisconsin to reunite David and Robert to lend their comedic touch to our tourism marketing campaign,” Walker said in a statement. “David and Robert’s involvement with ‘Airplane!’ was a classic moment in Hollywood history, and we’re thrilled to be the ones to bring them back together after all these years and make a little history in Wisconsin.”

Filming is taking place this week in the Eagle River area. The spot features Hays and a cast of supporting players in comedic high jinks on a Wisconsin lake.

In “Airplane!” Hays played Ted Striker, an ex-fighter pilot with a fear of flying. He and actor Leslie Nielsen have a running joke in the movie revolving around the word “surely” and the name “Shirley.” Hays revived that joke when talking about working with Zucker on the commercial.

“When David called and asked me to join him for a commercial promoting Wisconsin tourism, I said, ‘Surely you must be kidding.’ Of course he responded, ‘No, I’m serious, and don’t call me Shirley.'”

This is the second Wisconsin tourism ad that Zucker, a Wisconsin native, has directed. In December 2011, he directed the department’s winter TV spot shot at Milwaukee’s Riverside Theater. It featured the Milwaukee Symphony Orchestra performing a concert and breaking into a snowball fight.

Milwaukee-based Laughlin Constable is the marketing agency of record for the Department of Tourism.


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