Atlanta animation studio DAGNABIT! put the finishing touches on Price Tag, the most recent in a series of whimsically animated 30-second spots for storehouse furniture.
John Ryan’s signature loose pencil drawings with subtle watercolor touches bring to life two characters, Bill and his dog Buck (both constructed entirely of paper currency). The two are strolling through Storehouse Furniture’s showroom when Bill becomes distracted by a small price tag. In his shock, he drops Buck’s leash and has to chase him from one display to the next. Bill finds himself drawn to one small price tag after another as Buck playfully eludes him. Finally, grabbing a price tag, he strikes a pose of pure joy just before a gust of wind disperses his dollar-bill body into thin air. Buck, dragging his leash behind him, barks for his disappeared owner while the announcer appeals to "people who aren’t made of money."
The spots were produced for Hughes Creative under the supervision of exec. producer Dorothy Hughes and producer Jessie Hugus, and written by Hughes creative director Harriet Frye.
DAGNABIT!, a new company founded by former Click3X animators John Ryan and Robert Pope, specializes in short-form animation, principally 30-second TV spots.