Rick Levine, an award-winning tv industrial director who introduced a big-screen sensibility to the small display screen with broadly celebrated spots, like a Food regimen Pepsi Tremendous Bowl advert from the Nineteen Eighties that includes Michael J. Fox risking life and limb for love, died on March 11 at his residence in Marina del Rey, Calif. He was 94.
The demise was confirmed by his daughter Abby LaRocca.
Mr. Levine was a product of what’s typically known as the golden age of promoting, rising within the enterprise by means of the “Mad Males” period of the Sixties and founding his personal firm, Rick Levine Productions, in 1972. It was a time when community tv held a hypnotic sway over the typical American family, and promoting, like so many different cultural arenas of the period, was exploding in creativity.
Typically serving as his personal cinematographer, Mr. Levine approached his big-budget commercials like a director of Hollywood blockbusters.
“We determined to make our advertisements look as good as movies,” he stated in a 2009 interview with DGA Quarterly, revealed by the Administrators Guild of America. “I might direct and shoot, so I might have full management.”
The Guild named him the very best industrial director in 1981 and 1988, specifically for 3 particular spots.
Most notable amongst them was the Food regimen Pepsi industrial with Mr. Fox, which Mr. Levine made for BBDO New York; it was one in all many advertisements he shot for Pepsi.
Often called “Condominium 10G,” the industrial stars Mr. Fox as a timid New York skilled who turns heroic after he hears a knock on his house door and opens it to come across a wonderful blonde new neighbor (performed by Gail O’Grady, later of ABC’s “NYPD Blue”). She flirtatiously asks if he has a Food regimen Pepsi to spare.
When a 2-liter Pepsi bottle in his fridge seems to be empty, a bedazzled Mr. Fox, decided to fetch what she requested for, climbs out of his bed room window and clambers down the fireplace escape right into a pounding rainstorm on a busy avenue. Mr. Fox, who did a lot of his personal stunts, survives close to miss collisions with oncoming visitors in a mad sprint to a Food regimen Pepsi merchandising machine. He returns, soaking and breathless, to current a can to the girl, solely to seek out that her equally beautiful roommate has proven up with the identical request.
The advert aired throughout Tremendous Bowl XXI (the New York Giants vs. the Denver Broncos) on Jan. 25, 1987. It was named the world’s greatest video industrial the following 12 months on the Worldwide Broadcasting Awards in Los Angeles; cited by ESPN as one of many greatest Tremendous Bowl spots ever; and honored on the Smithsonian as an artifact of Americana.
Mr. Levine was admired as properly for an additional BBDO industrial, for the chemical firm DuPont, that includes Invoice Demby, a real-life Vietnam veteran. He’s first seen lacing up his basketball sneakers in his New York Metropolis house earlier than heading to a neighborhood schoolyard to shoot hoops with buddies.
When he arrives, he strips down from sweatpants to basketball shorts, revealing two prosthetic legs — constructed from DuPont plastic — that he has relied on since being maimed in a Vietcong rocket assault. What seems to be a noble, if doomed, effort to maintain up with the opposite gamers turns right into a star flip for Mr. Demby, as he races across the court docket dishing assists and draining buckets.
Mr. Levine gained a complete of 4 Clio Awards — promoting’s equal of the Oscars — for each spots in 1988. In explaining his success, he advised The New York Occasions: “I appeal to the story form of industrial. Individuals don’t come to me only for photos; they arrive with tales.”
Richard Laurence Levine was born on July 10, 1930, in Brooklyn, the one baby of Harry and Sally (Belof) Levine. His father was a philatelist.
After graduating in 1957 from the Parsons College of Design (now a part of The New College), he labored as a graphic designer for NBC and CBS. He later turned an artwork director for the storied Doyle Dane Bernbach company, identified for its “Suppose Small” marketing campaign for Volkswagen, earlier than transferring to Mary Wells Lawrence’s company, Wells Wealthy Greene, hailed for its landmark “I ♥ NY” marketing campaign. He additionally served as a inventive director for Carl Ally Inc.
Mr. Levine began directing advertisements in about 1970, creating memorable spots for a number of U.S. purchasers, together with Coca-Cola, Federal Specific, Polo Ralph Lauren and Basic Electrical, in addition to for worldwide firms.
He turned identified for his episodic strategy, following the identical characters by means of a collection of commercials. One marketing campaign within the Nineteen Eighties — for Pacific Bell, the California phone firm, shot for the San Francisco company Foote, Cone & Belding — performed out like a TV mini-series, with 13 spots following three characters, the shut buddies Garland, Lawrence and Mary Ellen, from their youth within the Twenties into their golden years.
One episode, “The Melancholy,” set within the determined Thirties, portrays an act of selfless friendship when an unemployed Garland, who has been chosen to journey to a day job, purposely slips off the again of a truck crowded with different males and pretends to injure himself in order that Lawrence can take his place.
The industrial, which had the nice and cozy feel and look of scenes from Don Corleone’s early years in Francis Ford Coppola’s “The Godfather, Half II,” concludes with Lawrence in his later years, bathed in recollections of the incident, phoning Garland to present thanks. It gained a Gold Lion award on the Worldwide Promoting Competition in Cannes, France (now the Cannes Lions Worldwide Competition of Creativity).
Along with his daughter Abby, Mr. Levine is survived by one other daughter, Susan Levine Henley, each from his first marriage, to Ina Levine, which resulted in divorce; two grandchildren; and one great-granddaughter. His second marriage, with Lark Levine, additionally resulted in divorce.
Regardless of his cinematic aptitude, Mr. Levine by no means forgot his mandate. “It’s a wonderful craft, however a craft,” he stated in a 1976 interview with the commerce newspaper Backstage. “It’s potential to be inventive inside the confines of a industrial, in fact, however that’s not actually my job as a industrial movie director. My objective is to make the promoting come throughout.”
