To view the commercial visit www.tnvacation.com
In a broadcast television first, Tennessee music superstars Dolly Parton and Elvis Presley meet on screen to promote their home state. The newest commercial from the Department of Tourist Development features Dolly riding alongside Elvis in a digital scene recreation from the 1967 Elvis film, "Clambake."
The ad, conceived by Memphis advertising agency Chandler Ehrlich, signifies the first time Elvis has digitally appeared with another celebrity for a television commercial. Directed by Jacques Bailhe, the commercial captures the range of culture and music found in Tennessee and represented by Dolly and Elvis, two of the state’s most renowned entertainers.
According to Dolly, the commercial was a once-in-a-lifetime experience. “Riding in a convertible with Elvis? What more could a girl ask for?” she continued. “I am so proud of my Tennessee heritage, and I am thrilled and incredibly honored to be promoting our great state alongside the world’s most legendary superstar.”
Riding in a convertible with Elvis? What more could a girl ask for?” she continued. “I am so proud of my Tennessee heritage, and I am thrilled and incredibly honored to be promoting our great state alongside the world’s most legendary superstar.The broadcast commercial features Dolly and Elvis side by side cruising through Tennessee together. How is it done? By shooting Dolly in High Definition against what’s called a “green screen,” and then removing all the green from the shot in post production and replacing it with the original background of Elvis in "Clambake." Dolly was then able to be digitally placed in the car with Elvis.
“The idea behind the commercial is to bring together two international stars that symbolize Tennessee’s unparalleled musical history,” Gov. Phil Bredesen said. “The commercial is a positive, energetic and unforgettable celebration of Tennessee’s past, present and future.”
"This represents a very rare time that Elvis Presley Enterprises has allowed an Elvis film to be digitally altered. But we know that Elvis admired Dolly. And no one loved Graceland and Tennessee more than Elvis, so we agreed knowing how proud he would be to welcome the world to visit," said Jack Soden, CEO of Elvis Presley Enterprises.
The commercial is being aired in the state’s 14 feeder markets including Atlanta, Birmingham, Greenville-Sparta-Asheville, Little Rock, Louisville, St. Louis, Cincinnati, Huntsville, Lexington, Indianapolis, Paducah, Ft. Smith, Bowling Green and Jonesboro. The new ad temporarily replaces the spot launched in 2004 featuring Dolly and soul singer Isaac Hayes. After a few weeks, the Dolly/Elvis ad will go into rotation with the older ones.
The unique and entertaining concept of bringing the two musical icons together for the first time has prompted national and international media exposure from such outlets as - Entertainment Tonight, CNN, Fox, USA Today and The Associated Press. The ad also spurred attention from statewide media and was also featured in publications throughout major U.S. cities and overseas.