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Stein Rogan + Partners Cries "Fowl" with New Spot for GoToMyPC. Move Over Ducks, There’s a New Bird in Town: Stein Rogan Uses Pigeons to Power New Spot for GoToMyPC.

New York, NY, February 03, 2008 --( Stein Rogan + Partners is aiming to make 2008 “The Year of the Pigeon” with its new TV spot for Citrix Online’s GoToMyPC, the award-winning online service that lets you access your office PC from any other Internet connection.

Premiered on-air January 15th, the spot, titled “Squadron,” features a flight of elite pigeons that swoops in to try and save the day for two business people who are about to make an important presentation, but who’ve left a critical file they need back on their office computer. In desperation, one of the businessmen whispers, “Call for help,” sending his squadron of PC-rescue pigeons into action.

To the tune of Wagner’s “Ride of The Valkyries” – paying homage to the classic helicopter scene from Apocalypse Now – the squadron embarks on a death-defying mission, soaring over buildings, through traffic, into elevators, and past any obstacle that stands between them and completing their valiant mission of retrieving their boss’ office PC. But as heroic as these super-pigeons may be, they can’t provide the instantaneous access, speed, ease and convenience of GoToMyPC.

The spot was an international affair. It was directed by Hollywood effects specialist Tim Angulo (Armageddon, the Spiderman and Batman series and Stuart Little). Computer animation was handled by the acclaimed effects house, BITT, based in Buenos Aires. City Beach Films, based in Charlotte, North Carolina, managed production.

Why pigeons? Michael Ruby, Senior Copywriter at Stein Rogan, explains, “Pigeons have gotten an unfair rap. Everyone forgets that pigeons were actually an integral part of the Allied effort in World War II, flying at up to 70 miles per hour to successfully carry messages from behind enemy lines. More than 30 pigeons were awarded medals for honored service by the British armed services. Name a single duck that can compare.”

Tom Stein, President and CEO at Stein Rogan adds, “It’s pigeons’ turn, and they deserve it. We felt that our birds could really bring to life the notion that people have had to rely on extraordinary means to get to their office computers when they’re away from the office.”

“Sure, some people may think of pigeons as flying rats whose mission in life is to poop on your head. Well, they’re wrong,” says Stein.

That said, many of the cast and crew still fell victim to “pigeon projectiles’ over the course of the elaborate three-day shoot. Though CG “stunt pigeons” were used for the spot’s action sequences – carefully designed and animated by BITT after weeks studying slow-motion footage of pigeons in flight – live, trained pigeons were used for many scenes.

“We released two crates full of live pigeons into a closed conference room with the actors and the director,” recalls Ruby with a laugh. “We had no idea what to expect. We just let it roll and the results were very funny.”

In addition to heavy CG and post-production, the spot also called for a 50-foot techno-crane that halted traffic in downtown Tampa, powerful wind machines shooting blasts of air and debris at the cast, and a life-sized stuffed pigeon (affectionately named Ralph for the scenic designer) who was placed for the animators’ references in most every shot.

Stein Rogan and Citrix Online have sky-high hopes for the spot and the integrated campaign that will surround it. Targeting executives at small and mid-sized businesses, the spot is running on cable (CNN, FoxNews, Headline News, MSNBC, History Channel, Bravo, Discovery Channel, Dish TV, Direct TV); the campaign is also in print and online.

“Mascots have enabled great success for brands, from the Geico gecko to that damned AFLAC duck,” comments Stein. “Nothing would please us more than to see the GoToMyPC pigeon take its rightful place among these brand icons.”


About Stein Rogan + Partners
Stein Rogan + Partners ( is a full-service, integrated and interactive advertising agency that works with brand leaders in such categories as technology, media, entertainment, e-business, communications, education, travel and more. Named 2005 Small Ad Agency of the Year by BtoB Magazine and winner of 15 BMA ACE Awards in 2007, Stein Rogan has a client roster that includes Brinker Capital, Carey International, Citrix Online, Diligent Technologies, Discovery Communications, McGraw-Hill, Moodlerooms, OnForce, SchoolNet, SunGard, TransitChek, Verint Systems and VMS.
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Stein Rogan + Partners
Barrie Rubinstein

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