The choice of season may be a significant one for this musical about a girl who magically acquires the dubious gift of immortality. Because anyone who lives forever gets to watch the seasons turn endlessly in a procession, the show鈥檚 ad agency, Serino Coyne, conjured up an ad campaign that reflects that. The show will advertise itself in print and online with four different ads, each designed to suggest one of the four seasons.
鈥淚t鈥檚 a beautiful show that鈥檚 very grounded in earth and nature,鈥� said Tony-winning director-choreographer (, ). So the idea of going with the seasons is a good and fitting thing. I thought the idea they came up with was pretty brilliant. It鈥檚 sort of eternal.鈥�
Each of the four ads incorporates the title graphic and the show鈥檚 tagline, 鈥淚f you could live forever, would you?鈥�
The spring image shows the logo against a background of flowering branches. The summer image backs the logo with foliage so dense that part of it is in shadow. The fall images shows brightly colored leaves beginning to fall and revealing the sunlight. The winter image shows bare branches and drifting snowflakes. Vinny Sainato, Executive Creative Director at Serino/Coyne, said, 鈥淲hen we thought about how to best represent Tuck Everlasting, we turned to the central themes of Natalie Babbitt鈥檚 amazing story, and it鈥檚 all about the passing of years and living life to the fullest. How we spend that time with the people we love and the people we meet. What better to represent the passage of time than nature鈥檚 own ticking clock, the changing of the seasons? And though we have four treatments鈥攐ne for each season鈥攚e鈥檒l be using them all throughout the year, together and apart, to evoke the passage of time. Tuck is such a special show, and we鈥檙e so thrilled to be doing something like this for the first time.鈥�
It was important to capture the single moment of excited magic we feel when the seasons change鈥攚hen the first snowflakes drift down, when the first green peeks through the trees, when the summer fireflies first begin to glow. Right now, it鈥檚 the first golden glistening of autumn. These small, but significant elements are featured in our art. Our deeply human appreciation for the passage of time 鈥攖he cycle of life鈥攊n our natural world is a key emotional theme in Tuck Everlasting. Our goal was to have this wonder reflected in the art.鈥� Tuck Everlasting has music by , lyrics by and book by . It starts previews March 31, 2016 at the Broadhurst Theatre, and opens April 26.
