Xenon Introduces "Game Changer," The New $2 Powerball, To New Jersey

Publicity Release Posted: February 15, 2012 10:30:04 EST

NEW YORK, February 15, 2012 | SHOOT Publicity Wire | --- Who amongst us hasn't fantasized about a big Powerball win? Xenon, the New York-based commercial production company, has created a trio of spots – the :30 "Game Changer" and two :15s, "Cash Cow" and "Eye Popping," developed through Brushfire, Inc. (Cedar Knolls, NJ and New York, NY), designed to introduce the new $2 Powerball to New Jersey. The three spots debuted January 16th on all cable systems across New Jersey as well as CBS stations in the New York and Philadelphia markets.

"The new Powerball can change your entire world" the spots intone. Created primarily of computer-generated images, the commercials focus on a red Powerball which transforms into a variety of objects including a spinning globe, a sparkling jewel, couples frolicking in a hot tub, and a revving tachometer. Your wildest dreams – yachts, cars, jewels - could come true if you "play the new $2 dollar Powerball from the N.J. Lottery and give your dreams a chance."

Director/Creative Director Michael Wiehart, who has extensive experience in live-action and all forms of animation, explained: "We did not want to be tied to one technique or one execution but to find the best, most effective approach to tell our story. We initially thought we would use more live-action but, as it turned out, the best solution was CG. Ultimately we had the objects, the scenes and the transitions tell the story."

Wiehart initially created all the images for the storyboards and style boards in CGI and then did motion tests and style frames to determine what would be live-action and what would be CG before planning the shoot and beginning production. "I tried to synchronize the lighting of the CGI and the live-action to create one coherent look. The CG blends nicely with the live-action and doesn't scream CGI," he continued.

Brushfire Senior Vice President/Creative Director Ken Musto says of his collaboration with Xenon: "What we wanted to do creatively was produce a lottery commercial that was different. Most all lottery spots are situational comedies – all humor. We bid this project to a number of production companies and looking at Michael's reel we were sure he could make this into something great, something magical. He had the imagination, the genius and 'got it' right away. It was like he was reading our minds. He and Executive Producer Doug Robbins were awesome to work with."

Doug Robbins added: "It was a perfect partnership of creative energy and trust on every level. The Lottery had worked with Brushfire and trusted them absolutely. Brushfire, who I have worked with for many years, trusted Xenon. From the moment the project was presented as a bidding opportunity Michael felt it was his. He understood it, and embraced it, and put forward a presentation and interpretation that sparked the energy and excitement of the agency. Right from the beginning we were a team that was in sync. Every step of the way there was an unquestioned trust that gave us the freedom to work within the parameters that we had all discussed and identified at the outset and the final delivery was a home run."

To execute his vision, Wiehart worked closely with the artists at The Napoleon Group (New York, NY) who built the animation. "We had a short turnaround after the shoot and Napoleon created a smart production pipeline to create an infinite number of jackpot amounts to be inserted into future ads, and to get the offline, online, transfer, music and sound design and audio mix done in a timely fashion."

In addition to Michael Wiehart and Doug Robbins, the Xenon creative team included Postproduction Producer Angela Gianforcaro, Live-Action Producer Jennifer Pearlman, and 3D Supervisors Perry Morton and Ken Kresge.

Representing Brushfire, Inc. were Senior Vice President/Creative Director/Copywriter Ken Musto, Senior Art Director Izzy Franco and Producer Liz Pollard.

For The Napoleon Group (New York, NY) Derrick Yuen was responsible for the compositing, online and offline editing and color correction and Ron DiCesare provided the sound design, audio recording and final mix. The spots are underscored with stock music.

Brushfire also created radio, billboards, bus advertising, rich media banners, newspaper
ads and in-store materials which support the television campaign and carry out the
campaign theme.

For Immediate Release

NEW POWERBALL COMMERCIAL FROM BRUSHFIRE IS A GAME CHANGER FOR
NEW JERSEY LOTTERY

CEDAR KNOLLS, NJ, Jan. 16, 2012 –
Game Changer, a new ad introducing New Jersey’s first $2 Powerball game, is just that: a classy new approach that leaves the sitcom sensibility in the dust.  The ad, which debuts January 16th in 15- and 30-second versions, marks the first time that a Lottery commercial is composed almost entirely of compelling computer-generated imaging.

Created by Brushfire with Xenon Productions graphics, the ad focuses entirely on the Powerball itself, which is magically transformed into the iconic dreams of the winners-to-be — from a spinning globe to a glittering gem to a roaring tachometer ready to whisk the winner off to a new life of luxury.

Three spots were prepared to run on all cable systems across New Jersey as well as CBS stations in New York and Philadelphia markets. Radio, billboards, bus advertising, rich media banners, newspaper ads and in-store materials carry out the theme.

Brushfire Creative Director Ken Musto says he felt it was time to set a new tone for Lottery commercials, getting away from the usual crazy stunts and talking animals. “Both techniques are entertaining, but we think Game Changer is more visually engaging – it’s clean and modern and makes you feel good, and strategically it makes the Powerball itself the real focus of attention. It’s designed to make consumers aware that Powerball is changing for the better, and to make them excited about playing.”

Click here to view the 30-second spot and a 15-second spot.

Brushfire Inc. is a fully integrated marketing communications firm with offices in Cedar Knolls, NJ and New York City, delivering advertising, public relations, promotional marketing, media and interactive capabilities to both national and regional clients. Brushfire is the agency of record for Minwax®, Thompson’s® WaterSeal, New Jersey Division of Travel & Tourism, New Jersey Lottery, Subaru of America, and Kozy Shack® Enterprises, among others.

For Immediate Release

Brushfire, Inc. Wins Inaugural Ralph Gonzalez Spirit Award, Seven Others at NJ Ad Club’s 2011 Jersey Awards

Cedar Knolls, NJ, June 14, 2011 – At the 43rd Annual Jersey Awards, where the New Jersey Advertising Club recognizes outstanding advertising agencies and campaigns, Brushfire, Inc. was presented with the inaugural Ralph Gonzalez Spirit Award for “creative contributions provided with the highest professional standards, generosity and integrity.” This new award, presented on June 6 at the at The Chart House in Weehawken, is the result of Brushfire designing and executing all creative elements of the 2011 Jersey Awards, after winning Best of Show at the 2010 Jersey Awards.

To round out the evening, Brushfire took home seven more awards, including four First Place trophies and one Second Place trophy. Awards include First Place trophies for two NJ Lottery TV spots, a Paper Mill Playhouse radio spot and point-of-purchase materials for Partagas/General Cigar; still another NJ Lottery TV spot earned a Second Place trophy.

Brushfire Inc. is a fully integrated marketing communications firm with offices in Cedar Knolls, NJ and New York City, delivering advertising, public relations, promotional marketing, media and interactive capabilities to both national and regional clients. Brushfire is the agency of record for Minwax®, Thompson’s® WaterSeal, New Jersey Division of Travel & Tourism, New Jersey Lottery, Subaru of America, and Kozy Shack® Enterprises, among others.

For Immediate Release

NJBIZ Honors New Jersey's 2010
Forty Under 40; Brushfire's Catherine Goss Recognized For Her Outstanding Career

Catherine Goss, Senior Vice President/Management Director at Brushfire Inc., has been named a winner in the 2010 NJBIZ Forty Under 40 awards program. The award program, produced by NJBIZ, New Jersey's premiere business news publication, is sponsored by Sax Macy Fromm & Co., PC, the New Jersey Devils, Gibbons P.C., Prudential and Right Management.

The Forty Under 40 awards program honors men and women under the age of 40 who have been making headlines in their field and who share a commitment to business growth, to professional excellence and to the community. To qualify, a nominee had to meet selection criteria that included working in New Jersey and possessing significant authority for decision making within a company or organization.

The winners were chosen by an independent panel of judges, including Elizabeth Christopherson, The Rita Allen Foundation; John Farrell, Rider University; and Neil Stanton, Consultedge.

NJBIZ and the program sponsors honored this year's winners during an awards ceremony on September 20, 2010, at the Palace at Somerset Park in Somerset, NJ. The honorees were also highlighted in a special supplement to NJBIZ on September 27, 2010.

For more information about the NJBIZ Forty Under 40 awards program or to register for the event, please visit www.njbiz.com/events.

 

 

 

 

 

For Immediate Release

Brushfire Inc. Named 2010 Gold Magellan Award Winner By Travel Weekly

Cedar Knolls, NJ, October 4, 2010 – Brushfire Inc. of Cedar Knolls, New Jersey, took top honors in the premier travel industry award competition when it was named winner of the Gold Magellan Award by Travel Weekly Magazine. The winning entry, a unique tourism pop-up store in New York City called The Jersey Shore Store, won in the Destinations category.

This prestigious recognition marks the eighth award for the agency's The Jersey Shore Store, an experiential pop-up store which was open for a few weeks in Manhattan during the summer of 2009 to remind financially strapped consumers that an affordable beach vacation was just across the river. Visit www.brushfireinc.com to learn more about the store and view photos. Go to www.travelweeklyawards.com for information on the awards.

Brushfire Inc. is a fully integrated marketing communications firm, delivering advertising, public relations, promotional marketing, media and interactive capabilities to both national and regional clients. Brushfire has been recognized with various industry awards, including a 2005 Silver Anvil (the PR industry's highest award) and NJBIZ of the Year for 2006, in addition to numerous NJ Ad Club awards. Brushfire is the agency of record for Minwax®, Thompson's® WaterSeal, New Jersey Division of Travel & Tourism, New Jersey Lottery, Velcro USA Inc., Subaru of America, and Kozy Shack® Enterprises.

 

 

 

 

For Immediate Release

The Awards Just Keep Coming...
Brushfire Takes Six Top Honors at Industry Events with The Jersey Shore Store

Cedar Knolls, NJ, June 10, 2010 – Brushfire Inc. has been sweeping the awards circuit with six major wins for The Jersey Shore Store – an experiential pop-up store that has brought a taste of the ideal beach break to the heart of Manhattan to promote tourism to the Garden State. The marketing agency was recognized by the NJ Ad Club with 1st Place for Internal/External PR Campaign, Best of Public Relations and Best in Show 2010; received the New York Chapter of the Public Relations Society of America's (PRSA) Big Apple Award; and both the Pyramid Award and Best in Show from the New Jersey Chapter of the PRSA.

Partnering with the New Jersey Division of Travel & Tourism to kick off the traditional summer vacation season in 2009, Brushfire found a novel way to remind financially strapped New Yorkers that an affordable getaway was just across the river. The Jersey Shore Store was a temporary oasis that brought the experience of a day at the beach to a storefront near Union Square with an authentic taste of the resorts' iconic pleasures.

The response to the temporary outpost was immediate and enthusiastic, with word-of-mouth and press coverage convincing thousands of visitors to experience a virtual vacation break, enjoying sandcastles, saltwater taffy, and a full calendar of events while learning how they could afford an ideal summer getaway in New Jersey.

"We believed that an accessible retail environment where consumers could actually experience the sights and sensations of a Jersey Shore vacation and interact with the natives would help establish a bond with visitors," notes John Leonardi, CEO of Brushfire. "Visitors to the state often book short stays on short notice, so we decided to pop-up and stay for 6 weeks to provide information throughout peak vacation season."

Following the success of the store, the team at Brushfire has been busy creating and brainstorming additional experiential marketing concepts to help clients take advantage of the intricacies of execution.

Brushfire Inc. (www.brushfireinc.com), is a fully integrated marketing communications firm, delivering advertising, public relations, promotional marketing, media and interactive capabilities to both national and regional clients. Brushfire has been recognized with a host of industry awards, including the Silver Anvil, numerous NJ Ad Club awards and NJ Biz of the Year.

 

 

 

 

WEEHAWKEN, NJ, June 3 – Two hundred and seventy-seven awards were distributed by Fox 5 News/My9 News co-anchor Harry Martin and emcee Herb Barry to agencies, designers and nonprofit groups at last night's Annual Jersey Awards dinner and exhibition at The Chart House in Weehawken. Over 250 people attended the ceremonies.

Brushfire Inc. earned Best of Show trophy for its "Shore Store/Fall Store" public relations campaign on behalf of the New Jersey Division of Travel & Tourism. The Cedar Knolls-based agency also won Best of Public Relations and Best of Radio for its "Ballad of Red Ball" commercial for a total of seven awards, including two second and two third place citations.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Brushfire Inc., Wins Top Honor at 2010 Pyramid Awards

New Jersey Chapter of Public Relations Society of America Honors 12 Organizations and 3 Individuals for Excellence in Public Relations

BRUSHFIRE INC., MWW GROUP AND NEW JERSEY BUILDERS ASSOCIATION WINS TOP HONORS AT 2010 PYRAMID AWARDS

Basking Ridge, N.J., June 10 – A campaign that brought the Jersey Shore to the heart of Manhattan and a digital communications campaign to launch a car exclusively via a mobile platform demonstrated the extensive applications of public relations and received top honors in the 20th annual Pyramid Awards, held June 9 at the Basking Ridge Country Club in Basking Ridge, N.J. Sponsored by the New Jersey Chapter of the Public Relations Society of America (PRSA NJ), the Pyramid Awards honor the state's best work and top practitioners in the field. More than 80 examples of public relations campaigns and single-tactic entries competed for 21 awards.

PRSA NJ awarded Brushfire Inc., of Cedar Knolls, N.J. and MWW Group, of East Rutherford, N.J., with its coveted "Best of Show" awards.

• Brushfire won campaign of the year for its program for the New Jersey Division of Travel & Tourism which reminded New Yorkers of the affordable pleasures of a shore getaway by bringing the experience of a day at the beach to the heart of Manhattan. The Jersey Shore Store opened on Broadway, offering authentic tastes of the resorts' iconic pleasures, including cotton candy, sandcastles, showgirls and a strip of Atlantic City boardwalk.
• MWW Group received top honors in the single-item category for its campaign for Volkswagen, making the 2010 Volkswagen GTI the world's first car to be launched exclusively on an iPhone. The launch was extremely successful and driven solely by publicity – without paid media support of any kind.

Other event highlights included the following:

• John Moscatelli, Chief Operating Officer of Anne Klein Communications Group, in Mount Laurel, N.J., received the 2010 PRSA NJ Public Relations Professional of the Year award in recognition of his outstanding achievements and contributions to the profession of public relations in New Jersey.
• Joseph Cohen, Group Vice President of MWW Group, was recognized with the PRSA NJ Chapter Service Award in Honor of David Bressen in appreciation of his commitment and contributions to PRSA/NJ.
• New Jersey Builders Association earned PRSA NJ's Award of Excellence in recognition of its incredible accomplishments and contributions to the profession of public relations.
• PRSA NJ honored Kimberly Ciesla, of Rowan University, with the organization's Future Public Relations Professional of the Year Award which is sponsored by PR Newswire and is in honor of Joseph A. Vecchione, APR, Fellow PRSA.

Following is a list of additional 2010 Pyramid Award winners:

• Community Relations – R&J Public Relations for Somerset Medical Center
• Financial/Investor Relations – MWW Group for Emerisque
• Marketing Communications – Coyne PR for Medco Health Solutions
• Marketing Communications – Coyne PR for the Goodyear Tire & Rubber Co.
• Crisis Communications – Anne Klein Communications Group for St. Mary Medical Center
• Crisis Communications – R&J Public Relations for Arnot Health
• Public/Governmental Affairs – R&J Public Relations for National Fire Sprinkler Association
• Public/Governmental Affairs – Flanders Fire Company & Rescue Squad
• Special Events – Communications Strategies Inc. for Teva/Plan B
• Special Events – Coyne PR for Hasbro
• Media Relations – MWW Group for IKEA North American Services LLC
• Media Relations – Stern + Associates for B. Braun Medical, Inc.
• Special Programs – Brushfire, Inc. for the NJ Division of Travel & Tourism
• Special Programs – MWW Group for the Hershey Company
• Special Programs – R&J Public Relations for New Jersey Fire Sprinkler Advisory Board
• Digital Communication/Social Media – MWW Group for Volkswagen
• Digital Communication/Social Media – Anne Klein Communications Group for Diakon Lutheran Social Ministries
• Brochures & Presentations – United Water Company
• Feature or News Article – Anne Klein Communications Group
• Online or Interactive Technology – The SPI Group for Rahway Valley Sewerage Authority
• Video Communications – ConocoPhillips

About PRSA NJ

The New Jersey Chapter of the Public Relations Society of America (www.prsanj.org) was founded in 1960 and represents business and industry, counseling firms, government, associations, hospitals, schools, professional services firms, and nonprofit organizations. Its parent organization, PRSA, was chartered in 1947, and is the world's largest public relations professional organization. Based in New York City, PRSA has nearly 32,000 professional and student members organized into more than 100 Chapters nationwide, 19 Professional Interest Sections and numerous Affinity Groups. The Public Relations Student Society of America (PRSSA) has nearly 300 Chapters at colleges and universities throughout the United States.

SOURCE: The New Jersey Chapter of the Public Relations Society of America

What does Gucci's traveling trainer store Gucci Icon-Temporary, The Haute Spot (Teen Vogue's mall-based fashion lounge for trend-conscious young girls) the Flash café at London's Royal Academy of Art and hot restaurant/bar The Double Club, also in London, have in common? They're all fleeting fancies, that's what. Temporary creations that are seen for only a short time before vanishing for good. Not because they have suddenly gone out of business, but because they were never meant to last the distance in the first place. Reflecting a worldwide enthusiasm for temporary constructions, known as pop-ups, they are flourishing as a result of the global recession and an unquenchable appetite for all things in limited supply.

Originating in the retail sector, the phenomenon was pioneered by both the low-cost and designer ends of the market at the beginning of the millennium. Leading American discount retailer Target launched its first collaboration with fashion designer Isaac Mizrahi with a 1,500-sq.-ft. temporary store in New York's Rockefeller Center in 2003. Meanwhile edgy Japanese couture label Comme des Garçons opened the first of many Guerrilla stores, all built with a limited budget located away from traditional shopping districts and with a predetermined lifespan of one year, in Berlin, in 2004.

The Guerrilla store move was successful in generating publicity and this is what it was, initially, all about. Pop-ups draw attention to and get people talking about a brand, offering something outside the company's staple products and services. "Originally, pop-ups were created to increase brand awareness. More often than not they didn't generate the sales to cover the expenses, but that was more than offset by the media buzz," says Mike Kraus, Retail Advisor for business resources website Allbusiness.com and founder and CEO of retail consultancy StoreTouch LLC.

This view is reinforced by John Leonardi, CEO of public relations agency Brushfire Marketing, which successfully developed the concept of The Jersey Shore Store, a pop-up shop temporarily erected in New York in the spring of 2009 to promote neighboring New Jersey as the ideal seaside holiday spot. "The greatest advantage of a pop-up store is the consumer and media buzz it generates," he comments, explaining that this does not mean that pop-ups cannot be commercially profitable. "The Jersey Shore Store generated more than $1 million in revenue, which far exceeded the PR budget for the project."

These mayfly commercial outlets, open for anywhere between one day and one year, may be physically transient but it's the aim of the brands that their impact will remain long after its temporary material structures have been dismantled. "The key to pop-up stores is the ability to create brand recognition and a connection with the consumer," says fashion expert Marshal Cohen, Chief Industry Analyst with market researchers The NPD Group. "The hope is to have that connection resonate beyond the initial purchase. This is about getting the brand to the people and keeping your name in the forefront."

The seductive desirability of everything that carries a stamp of exclusivity is nothing new to retailers. It's from this realization that the limited edition collection was born. Whether it's a high-street/designer collaboration, a fashion line ostensibly created by an A-list celebrity or simply a capsule collection available for a limited time only, the harder it is to get a hold of, the more we want to be one of the lucky few with access to it. Pop-ups tap into this, with not only the products sold but the venue itself being temporary, creating an added sense of urgency. "Pop-ups have the feeling of short-term, of 'get it while you can.' Something that is not available elsewhere; commemorative and collectible," Cohen says.

Kraus agrees that, from the first, "the fact that pop-ups were a limited time engagement made them novel and exclusive." It's also about a sense of being in the know, of being one step ahead. "We want to be the one to inform others of the latest and the greatest, we want to be the trendsetter," he says. Pop-ups have always been well suited to trying out a new product or service, to see how well it fairs in a confined space and for a brief time, before unleashing it in full force on the market at large. This aspect has been reinforced by the recession and an environment in which retailers are more reluctant than ever to take substantial financial risks. "The recession has helped drive a focus on pop-up stores because more and more brands don't want to invest the bigger commitment until they test the waters," Cohen explains.

The uncertain economic situation has, in fact, served to benefit pop-ups on a number of levels. Plunging rents and a pressing need for landlords to lease spaces that retailers would previously have been fighting over has made them willing to accept terms that would have been deemed unacceptable two years ago. "The slump caused retail rents to plummet and landlords to accept just about any offer, for any time period, just to lease the space," says Kraus. In the beginning it was about creating a buzz, with sales taking a backseat. Now it's about taking advantage of a glut of retail space, which gives brands the opportunity to test new concepts and continue to build brand awareness.

With so many players now on the scene; GAP, Prada, Chanel, Louis Vuitton, Nike, JCPenney and Lulu Guinness are only a few of the retailers who have joined the pop-up evolution, the phenomenon is no longer a complete novelty. Today, it's not enough to simply show up, you have to stand out from the crowd. "The pop-up trend will continue but the buzz it generates is less now that so many brands have jumped into the game," says Kraus, confirming that capturing consumers and grabbing headlines depends on "the ability of a pop-up to be unique and different." And, whether it's done by ensuring the appearance of the rich and famous or providing entertainment courtesy of well-known musicians and DJs, brands are now doing their best to pop-up with a difference.

With the economic downturn giving a boost to the phenomenon, the trend is rapidly spreading to other sectors. Bar, restaurant and disco venue The Double Club, housed in an old London warehouse between November 2008 and July 2009 and the innovation of German artist Carsten Höller and the Fondazione Prada, is one example. The arts exhibition hosted by drinks manufacturer Campari in West Hollywood in May last year is another. At a time when the trend wheel is spinning fast and things go out of style as suddenly as they appear, temporary venues might just be the definitive societal mirror image. When your business will close down before it can run the risk of becoming unfashionable, worrying about falling out of favour is a superfluous concern.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

FOXNEWS.COM
Updated May 05, 2010
By Joseph Abrams

Creepy Pennsylvania Tax Agency Ad
Goes Big Brother

A threatening TV commercial appearing in Pennsylvania has residents of the state spooked by its "Orwellian" overtones, and critics are calling it a government attempt to scare delinquent citizens into paying back taxes.

In the 30-second ad, ominous mechanical sounds whir in the background as a satellite camera zooms in through the clouds and locks onto an average Pennsylvania home. The narrator begins her cold and calculating message.

Your name is Tom...You live just off of 5th Street…Nice car, Tom – nice house. What's not so nice is you owe Pennsylvania $4,212 in back taxes. Listen Tom, we can make this easy. Pay online by June 18th and we'll skip your penalty and take half off your interest because Tom, we do know who you are.

The satellite snares its target – Tom's house – and the screen flashes another menacing line as the ad peters out:

FIND US BEFORE WE FIND YOU

Critics say the ad is a threatening campaign against Pennsylvanians – and one that will be a clear waste of taxpayer money if it doesn't work.

"Clearly the government is trying to intimidate and threaten people, which I don't think is something government should do," said Dan Mitchell, a senior fellow at the libertarian Cato Institute.

"These Pennsylvania ads are irritating, a waste of money and government bullying," he said.

Pennsylvania is also running print ads warning of the "imminent death of Mr. Nice Guy" once its 54-day amnesty period ends in mid-June. "But after June 18, well, things could get complicated," reads one ad.

Don't speak English? Don't think you're safe from the taxman: The state is running Spanish-language ads with the same threats in mind.

Pennsylvania's Department of Revenue defended the ad campaign, saying the spots tested well with focus groups who were incensed at tax delinquents.

"The ads are intentionally edgy," said Pennsylvania Department of Revenue spokeswoman Stephanie Weyant.

"Obviously with advertising we're trying to cut through the clutter and motivate tax delinquents…to pay up in a very short time. Our budget in Pennsylvania depends on it."

Weyant told FoxNews.com that Pennsylvania is suffering a $1.1 billion budget deficit, and she said tax delinquency further deprives the state of millions each year, even as the majority of Pennsylvanians are unfairly forced to cover the burden for tax dodgers.

"Ninety-seven percent of Pennsylvanians pay their taxes," she said. "This advertising campaign is targeted toward the 3 percent who avoided the department's efforts to collect back taxes from them."

Under the terms of the amnesty, Pennsylvanians who owe back taxes have from March 26 until June 18 to pay what they owe, avoiding fines that are generally levied and paying only half the interest they owe. If they miss the cutoff date, an additional 5 percent fine is levied against them going forward. Most of the money covered by the amnesty comes from unpaid corporation, income, sales and inheritance taxes, according to the state.

Whatever the criticisms of the ads' tone, Weyant said they've already been a success, drawing in 14,000 applications from delinquents and $16 million in back taxes – a first step toward the $190 million the state hopes to raise.

Tax amnesties have become popular tools among states facing budget crises, but none have taken so harsh or threatening a tone in their public pushes to collect tax dollars.

Oregon's ad campaign showed clear sympathy for delinquents who have painted themselves into a corner by not paying taxes. Louisiana is touting their campaign as an upbeat "Window of Opportunity" in its amnesty ads, though just 300 people have viewed the spot online. Even fewer have seen the Oregon ads.

The controversial Pennsylvania ad has already been viewed more than 180,000 times.

"Good, bad or indifferent, people are talking about the advertisement," Weyant told FoxNews.com.

The technology featured in the ad is widely available online and hardly novel, said Weyant, an idea with which some critics concurred.

It's not as if there is any information that the government doesn't already have that they're going to get by looking at Google Earth, said Mitchell, of the CATO Institute.

"The government theoretically already has your address from last year's tax return."

But Pennsylvania isn't finished with its tax delinquents, and it is hoping to turn the heat a little higher. The Department of Revenue already publishes a list of the state's top 200 delinquents, a practice it says it picked up from other states in 2006 to great effect. The list currently includes only incorporated businesses, but will soon be expanded to include individuals as well in an effort to shame them into paying.

"It works," said Weyant, who told FoxNews.com that over $100 million had been paid in back taxes since the lists were first published online.

But the Pennsylvania amnesty hasn't gone off without a hitch: Its earliest days were marred by hour-long waits and busy signals at the department's amnesty call center, a malfunctioning e-mail system and alerts sent to people who owed no money at all, the Associated Press reported.

But Weyant remained optimistic.

"We had to triple the number of people that we had on our phones to keep up with the volume of calls," she said. "So far we've had a very good response."