I offer a few thoughts below...
Rodgers + Hammerstein's Cinderella
This commercial hits all the right buttons, in my opinion:
- Right off the bat, the voice over tells us it is the Rodgers and Hammerstein version, while a bouncy tune plays in underscore. The point is later emphasized when he mentions South Pacific and The Sound of Music.
- Visually, we see the iconic image of all versions of the story: Cinderella running down the palace steps at midnight (the clock looms largely), with the Prince in hot pursuit.
- The words on the screen start right off with the 9 Tony Award Nominations, then in between scenes, the critical quotes hit home the idea that the show is a hit.
- The scenes shown do double duty: we see scenes familiar to any version of the story - the wicked step-mother and sisters in cahoots; the pumpkin coach on the way to the ball, the fairy godmother overseeing it all. At the same time, the scenes show that it is a big splashy musical - lots of dancing, pretty costumes and magical stage effects.
- And it ends perfectly: Voiceover says, "Broadway's most romantic night," just as Cinderella and her Prince share a magical, romantic kiss.
A commercial that is as thrilling as the show it is advertising:
For the avid theatre fan:
- Notice that the commercial mimics the show logo
For the Fosse/original Pippin fan:
- The Fosse moves start in silhouette, and are featured at each "punch" in the music
- The underscoring is a montage of the most familiar tunes of the original score: "Corner of the Sky," "Magic to Do," and "Morning Glow."
For fans of new, modern musicals:
- Nothing about this looks like an "old show." Sexy costumes, spectacular effects and circus/magic tricks.
- For the teen/college crowd - a key demographic for this production:
- Sexy young guy featured prominently. Sexy, young, muscular chorus boys. Pretty girls in sassy outfits being tossed about by the sexy, young, muscular chorus boys.
For those who need critical affirmation:
- "Best musical of the season!" fades in with 4 or 5 newspapers listed. "30 Award Nominations!" Enough said! Bravo!