WisBusiness: Zucker returns to Wisconsin to film second tourism ad

Wisconsin native David Zucker is working in Eagle River this week on a new summer tourism ad due to air next year.

The ad will be directed by Zucker and feature Airplane! actor Robert Hays, who played Ted Striker, an ex-fighter pilot afraid of flying, in the 1980 film. Both Zucker, who co-directed Airplane! and Hays were both at Monday’s press conference at the Pfister in Milwaukee, along with Gov. Scott Walker, Tourism Secretary Stephanie Klett and other tourism officials.

The filming is taking place this week in the Eagle River area. Zucker said the storyline will feature Hays having trouble casting his fishing line and end with the tag line “you don’t need any special skills to enjoy Wisconsin.”

In 2011, Zucker produced the state’s winter tourism ad, which featured the Milwaukee Symphony Orchestra engaging in a snowball fight.

“If you have not seen that first spot that David produced for us, it’s in a class by itself,” Klett said.

Klett said she was “thrilled” to have Hays in the state. Hays is together with Zucker in their first effort in 32 years.

“The last time David was here, he said with the Milwaukee commercial he would try to make it as undignified as possible,” Klett said. “He did and it was a great success.

“We said for this one it’s all about Northwoods pandemonium, and there will be a lot of that.”

The budget for the commercial is $250,000. Southwest Airlines/Airtran Airways provided complementary air travel for the crew and the Pfister provided free lodging in Milwaukee.

Klett said the commercial will air in Wisconsin, Chicago and northern Illinois, Minneapolis/St.Paul, in Iowa, and be posted on YouTube.

“We really focus on the Midwest because we know all of our research shows that this is from where the majority visitors come,” Klett said.

Last year’s commercial also aired without charge for a month on Marcus Theater screens in the Midwest. Asked if he would do the same next year, Marcus Corporation President and CEO Gregory Marcus smiled and nodded “yes.”

Klett said the value of being placed on the roughly 450 Marcus screens at about $100,000.

“All of these partnerships really defray the costs and help make this kind of quality production available,” Klett said.

Zucker said he enjoys returning to Wisconsin, and intends to do a fall commercial for the state, but that may have to wait until next year, as he is directing Scary Movie 5 in Atlanta in September and October.

Hays said he appreciates the spirit of historical preservation evident in the older buildings in Milwaukee and the warmth of the people in the Midwest.

— By David Wise

WisBusiness.com