Editor John Dingfield of Cutters LA has Carlos Mencia to thank for the long hours he put in on Super Bowl spot “Language of Love”, created via LatinWorks/Austin and directed by Chris Koch of Konk Pictures. “There was so much great footage, we cut the spot about 20 different ways,” Dingfield recalls. “Aside from Mencia, who can be counted on to be consistently funny, the supporting actors were all fantastic at improv, so we had a ton of takes to choose from.”

In the spot, Mencia asserts that a foreign accent is the way to a woman’s heart; turns out, Bud Light is a safer bet.
 

Dingfield adds that director Koch’s approach to the shoot offered numerous ways to open an close the spot. “It wound up being really fun, since we were able to play with structure, tone, and performance,” he says. While this was his first time working with Koch, Dingfield notes that the two fell into a very comfortable collaboration. “Chris has a great comic sensibility, and a great eye for what cuts well,” Dingfield asserts. “And the footage shows a wide range of humor, from subtle scenes to over-the-top comedy.”

In addition to a wealth of footage, Dingfield also enjoyed a great degree of mobility. “One of the best things about cutting this spot is the flexibility I had by editing on my laptop,” he says. “The commercial was shot in LA , but I worked on it in four cities, including Austin, where I met and worked with the agency. We made the final revisions in LA. On the road, I could wake up in the middle of the night with an idea, go over to my desk, and make the cut right away.”

The project broke during the Super Bowl XXLII and is airing now.

Cutters has offices in LA and Chicago. 

Agency: LatinWorks Marketing
CEO/Managing Partner: Manny Flores
President/Chief Creative: Sergio Alcocer
Copywriter(s): Michael Page, Carter Pagel
Art Director(s): Seth Taylor, Jedd Oberly
Sr. Account Supervisor: Allison Freund
Producer: Elizabeth Spiva

Editorial Company: Cutters LA
Editor: John Dingfield
Assistant Editors: Aki Johnson, Virginie Strub
Executive Producer: Nicole Visram
Producer: Karen Vargas

Telecine: The Syndicate
Colorist/Artist: Beau Leon

Online: The Syndicate
Artist(s): Verdi Sevenhuysen, Mike Ek

Music & Sound Design: Razorhead Music
Executive Producer: Rob Filomena
Sound Design and Mix: Luis Felipe Herrera
5.1 Surround Mixing: Kurt Upper

Additional Mix: POP Sound
Mixer: Stephen Dickson