Monday, January 12, 2004
When the Atlanta Ballet decided against using a television commercial
that Sawyer Riley Compton created for the organization, the agency
sold it to a technical college in Wyoming.
Sawyer Riley Compton is one of 350 agencies nationwide using the
services of Thought Equity Management Inc. of Denver. Thought Equity
collects unused advertising and markets it to companies that can't
afford to hire advertising agencies to produce original material
The agency strips all references to the original client and replaces
it with references to the client who buys the material. Sawyer Riley
Compton created the television commercial pro bono for the Atlanta
Ballet, which wanted to reach the 18- to 24-year-old market. It
featured two college-aged kids Kung Fu fighting in slow motion in
their living room with the tag line, "Too much time on your hands?
Go to the ballet."
The ballet's executive staff approved the commercials, and they
ran a few times before the ballet's board of directors decided the
approach was a bit too racy for the organization and pulled the
ads. Sawyer Riley Compton submitted the material to Thought Equity,
which sold the commercials to Wyoming Technical Institute in Laramie,
Most of the money Wyoming Tech paid for the commercial was returned
to the Atlanta Ballet to reimburse the organization for the cost
of producing the ads, according to Bart Cleveland, Sawyer Riley
Compton's creative director.