Long before founding Incubator in 2002, Tom De Cerchio established himself as an ace comedy director- one of his Bud Light "Yes I Am" spots made a USA Today list of the top commercials of all time. More recently, his spots for the Minnesota Department of Health have put a comic spin – sometimes a black-comic spin – on smoking.
F&V: What’s the most important element of a funny spot?
De Cerchio: Timing. It’s the most critical factor in a scene playing funny. Casting is a really close second. Third would be editing. An editor can make or break a funny spot, or any spot for that matter. Fourth, when you’re on set and you’ve had too much to drink, I’ve learned that shooting off firearms can make the actors a bit skittish.
F&V: How do you choose editors?
De Cerchio: I usually have a pretty good idea of how the spot is going to cut when I read the scripts, but that’s not to say that I haven’t been surprised by the editors I’ve worked with, because I have. Recently I’ve been working with Jonathan DelGatto, Matthew Wood and Marco Perez, all of whom are very talented.
F&V: Do you have a favorite gag lens or focal length?
De Cerchio: I like to work with DPs who film things in way that doesn’t telegraph the comedy. I recently had the pleasure of working with Dante Spinotti and we shot primarily with portrait lenses. I love the 25mm, 35mm, 40mm and 50mm lenses. They tend to capture things in a visually compelling but unforced way.
F&V: Have any of your spots been controversial?
De Cerchio: The anti-smoking "Driving to Work" spot for Minnesota got a pretty big reaction. Having a tobacco exec running people over in his luxury car definitely stimulated some conversation. Usually though, with me, most of the controversy happens behind the camera- but I’m confident that most of the charges that have been brought against me will be dismissed.