SHULGOLD: Bob isn't not your average Colorado Ballet fan

By Marc Shulgold, Rocky Mountain News (Contact)

Published September 26, 2008 at 3 p.m.

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Ballet Bob (aka Drew Frady)

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Perhaps you've already met Ballet Bob. If so, no doubt you remember the encounter.

It's hard to forget a TV ad that features a hairy-chested dude with a slight pot belly garbed in high--top tennies - and a matching blue leotard and ankle-length tutu.

Ballet Bob (aka Drew Frady) is the amusing TV pitchman for Colorado Ballet this season. He's a dude just like you. Or, if you're female, maybe just like your husband: the sort who enjoys a beer or two and spends his Sundays watching football.

Just an average Joe (er, Bob), with one exception: Ballet Bob really likes ballet, and he's out to convert ballet-haters into balletomanes.

"For those of you who haven't gone," Bob tells us, "I know what you're thinking: It's wimpy."

He mimics a couple of balletic moves as only a beer-lover would. Then, he gets to the point. To those who dislike the art, "You're about to get a punch in the pirouette."

How, um, manly. The goal of these clever spots, written and directed by Kristi Fisher of Hagan Communications, is obvious.

"TV reaches a lot of people," Fisher said. "And Colorado Ballet wants to expand its audience."

With Art Director Kelly Writer, Fisher brainstormed ideas with Colorado Ballet Artistic Director Gil Boggs for ads built on each of the company's productions, starting with this weekend's "Triple Crown" at the Newman Center.

Rather than take the familiar road of showing ballerinas, the threesome decided to try something different, something more hip. Why not a guy in a tutu?

"We wanted to show that ballet is not as stuffy and pretentious as people might think," Fisher said. "So, we created a sort of Everyman, hoping to have fun with people's trepidations."

Interspersed with Bob's casual, pro-ballet comments are shots of company dancers showing their stuff. Then, a voice-over points the way to Colorado Ballet's Web site and phone number.

"TV is an awareness medium," Fisher said. "We want to create curiosity, to lead them to where they can get more information."

According to Colorado Ballet General Manager Arthur Espinoza, the spots will air on Channels 4, 7 and 9 - mainly during local newscasts. The audio portions have been edited for such radio stations as KBCO and KIMN.

"We've had good feedback so far," he said. So good, that Frady might make some in-person appearances at Ballet events.

Fisher and friends are aware that not everyone hates ballet, which is why Ballet Bob takes a gentle approach to the subject.

"We wanted a character who was fun and likable, but who won't offend ballet-lovers."

Casting took two full days. A hairy chest, she insisted, was not a requirement. "We just wanted an average guy who was not in prime shape," Fisher said.

Frady, who's been a writer for Comedy Central and has appeared in several local stage productions (Forever Plaid and the upcoming Les Miserables at the Arvada Center), brought an easy delivery that proved just right. And he was a good sport.

While it's difficult to ignore a macho guy looking comfortable in a ballerina's get-up, Fisher stressed that the visuals are not the point. "What he says is more important than what he's wearing. We chose the outfit because we wanted people to pay attention, and to help link one spot to the next."

Indeed, the tutu-clad dude will soon return for the company's second production, Swan Lake, praising viewers for attending the "Triple Crown" program.

"We realize that people have a number of options for entertainment," Fisher said. "All we want is for them to add the ballet to their list of possibilities."

Ballet Bob

Some observations from Ballet Bob in his TV ads:

* On Swan Lake: "(It's) traditional, but not in a stuffy way. More of an evil curse woman by day, swan by night, treacherous foe kind of way."

* On The Nutcracker: "If you don't go this holiday season, you're . . . nuts. And don't tell me that 'Oh, I saw it when I was kid' stuff. I mean, you don't mind seeing Santa Claus every year, do you? No! 'Cause he's awesome."

* The repertory series: "You think it's tough dancing in toe shoes? In this one, they dance in tennis shoes. No lie!"

Colorado Ballet

* When and where: 7:30 p.m. today, 2 p.m. Sunday, Gates Concert Hall, Newman Center for the Arts, 2344 E. Iliff Ave.

* Cost: $19 to $145

* Information: 303-837-8888

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