Keep Your Eyes on the Prize - Manhattan Theatre Club | Clapboard Ad Archive

Keep Your Eyes on the Prize is a 2018 campaign created by Serino Coyne for Manhattan Theatre Club that targets the Recreation and Leisure industry by directly showcasing the musical and auditory strengths of the Broadway production Choir Boy. The campaign leverages a single, high-quality content video that focuses squarely on some of the most powerful musical numbers from the play, highlighting its Special Tony Award for Outstanding Vocal Arrangements and Tony Award for Best Sound Design, thereby positioning these elements as core differentiators in a crowded theatrical marketplace. By adopting what Clapboard's taxonomy would classify as FORMAT#1 Demonstration, the campaign avoids traditional narrative or testimonial approaches, opting instead to let the production’s own artistic and technical merits drive the message, effectively demonstrating how Choir Boy’s innovative fusion of vocal performance and sound design delivers a unique emotional and storytelling experience. This direct presentation underscores Manhattan Theatre Club’s commitment to artistically rich and groundbreaking theater, inviting audiences to engage with the show on a sensory level that transcends conventional promotional storytelling. The campaign’s strategic content storytelling approach amplifies brand awareness for Manhattan Theatre Club by communicating the play’s distinctiveness through the immersive power of its music and soundscape, reinforcing theater as a dynamic cultural experience rather than a static product. The decision to focus on demonstration over narrative or symbolic framing reflects a confident marketing stance that trusts the quality of the production to resonate with discerning theatergoers and cultural consumers. Clapboard rates this campaign 69/100. This campaign matters to the industry because it demonstrates how entertainment marketing can harness the intrinsic qualities of a live performance to create compelling content that elevates both brand and product without relying on conventional advertising tropes.