Sparks Productions has assumed Canadian representation of New York-based Zooma Zooma whose roster includes cult-gone-mainstream film and spot director Sam Raimi. Zooma Zooma, run by executive producer Joe Mantegna (not the actor) is comprised of directors Eden Tyler, Kim Ferraro, Len Peltier, Todd Bellanca and Raimi.

Raimi, director of cult horror flicks The Evil Dead and Evil Dead II, also co-directed and wrote The Hudsucker Proxy and directed Sharon Stone western The Quick and the Dead in 1995 (Raimi also created two tv series, Hercules and Xena). Raimi’s commercial work to date includes a Volkswagen spot on the Zooma reel that shows glimpses of the director’s compelling use of the camera.

Tyler’s reel work includes two spots which cover different youth-oriented territory: a Partnership for a Drug Free America spot which features a young girl wielding a frying pan in a hard-hitting extrapolation of the ‘this is your brain’ concept and a Coke spot which begins with a scene hinting at the passing around of some substance among a group of young school chums but ends up being the precursor to an innocent game of spin the bottle.

Peltier’s spots include his ‘Press Box’ period piece spots for Nike which feature a vintage stadium sports writer, spinning papers and deliberately hokey delivery.

*United effort

Volunteering their time to a worthy cause Circle director Stephen Yeates and dop Andre Pienaar shot three days of a psa for The United Way at Gooderham & Worts through Young & Rubicam.

The spot showcases quick clips of homelessness, runaways and abuse covering the gamut of programs that the United Way offers.

Yeates says that the emotional content came from the actors themselves and the most challenging part about the shoot was making it powerful enough so that people would respond to it.

While the psa is meant to play on human sympathies, it has an ironic tone as the upbeat sounds of Mary Margaret O’Hara’s version of Frank Sinatra’s classic That’s Life plays in the background.

Circle executive producer for the psa was Timothy Turner. Heather Chambers wrote the spots, art director was Ken Boyd and Diane Kirk was the agency producer. David Hicks edited at Panic & Bob and Jody Colero at Einstein Brothers handled the audio.

*Two join Circle

Circle recently picked up two new directors: Grant Baird formerly represented by Radke and Jim Edwards from Barking Weasel Productions in l.a.

Baird, known for his work for the Church of the Latter Day Saints, will be shooting spots which involve more sensitive dialogue while Edwards, formerly repped by Sparks in Toronto, will be working on more high-end jobs.

*Craig to direct

Imported Artists has added Wayne Craig to its directorial roster. Craig was formerly production manager at Imported, subsequent to graduating from Ryerson and stints as a night disc jockey and marine reporter.

*Apple Box to rep Donovan

Apple Box will be repping director Jim Donovan right across Canada, with the exception of Montreal where he is on the roster at La Fabrique D’Images.

Donovan’s work focuses on storytelling with light humor and, according to executive producer Barbara Walker, his ‘extremely progressive, hip and edgy look’ will be filling a niche at Apple Box.

*Retail Comp entries

The Television Bureau has announced the call for entries for the 26th annual Retail Comp, the tvb’s national competition for retail tv spots. It’s judged by consumers who pick the spots based on not only how much they liked the commercial but on the level of purchase intent it instills, bringing a degree of relevance largely unknown in spot competitions. Sunray Media will recruit consumer panels from across Canada and results will be tabulated by BBM Bureau of Broadcast Measurement. Commercials which have aired between December 1, 1996 and September 30, 1997 can be entered by agencies, tv stations, production companies and advertisers. The deadline for entries is October 17, 1997 and winners will be announced in February.

*Big Night Out

Once again the advertising production community is being invited to rally to a cause it has adopted in the past (over 500 of you showed up last year). The Bereaved Families of Ontario’s Big Night Out is being held at The Joker Oct. 21. Tickets are $40, available from Bereaved Families (416) 440-0290. Festivities include a silent auction, Doug Riley and Molly Johnson will perform.