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Crews at Nashua bar to film Sox spot for ESPN

By Staff | Apr 1, 2011

The two men in backward Boston Red Sox hats and Nashua Garden T-shirts behind the deli counter at the Nashua Garden weren’t scruffy employees; they were scruffy Boston-area actors, slicing meat and preparing sandwiches for an ESPN commercial to be aired nationally on the sports network in the future.

The set was closed, so media were not allowed inside to watch what was happening, but through the large windows at the bar on Main Street, it was easy to see a lot of people moving around and setting up lights and cameras for filming.

Ryan Dutton, one of the bar’s employees and the man who helped bring ESPN for the commercial, said the commercial gives Nashua Garden some extra credibility.

“It proves that we are a nice sports bar,” he said. “I hope it gives us some great exposure.”

Dutton, 27, said ESPN found the Nashua Garden through Google.

“We’re one of the top sites in the Boston area for deli sandwiches,” Dutton said. “The authenticity of how it all goes together with the beer and the memorabilia, that was a main selling point for them to come here.”

The commercial features a few “Joe Schmoes” working behind the deli counter in Boston Red Sox gear and trying to come up with a new sandwich named for second baseman Dustin Pedroia, Dutton said.

If the commercial idea lends itself to a new sandwich, the bar will put it up on the chalkboard for customers to order, according to Dutton.

No ESPN personalities or current or former Red Sox athletes were present to Dutton’s knowledge. The actors hired were from Boston casting agencies, including Matt Scutt, 23, of Boston.

Scutt grew up in Derry and graduated from Pinkerton Academy several years ago. He has since been trying to make it as an actor in Boston.

Scutt said he’d visited the Nashua Garden once before as a regular customer and liked the atmosphere, although he was surprised they could film a commercial in such a tight setting.

“It’s vintage in there,” he said. “It’s pretty amazing how they’re making (the commercial) happen.”

Dutton said the crews brought in a new deli refrigerator that they rented for the day to replace the Garden’s old one, but they also brought in a few pieces of memorabilia, including a framed Red Sox jersey, that the bar will probably be able to keep.

The bar’s upstairs was transformed, replacing stools and seats with wardrobe racks and thick TV cables. The whole place was filled with people, Dutton said.

“It’s nothing like Judge Judy,” he said, having appeared on that show four years ago out in California. “I never expected that they’d have this many people for a commercial.”

The production company, Moxie Pictures, even bought out all the parking spots at the front of the bar and out back, paying the City of Nashua for the day so they could move and park their large rented trucks with ease.

The commercial’s producer, Tony Cantale, works for Moxie Pictures of New York. Cantale has produced many commercials with Moxie, including for the snack company Combos and the Burger King “Wake Up with the King” advertisements.

Dutton said the commercial was originally scheduled to be filmed on March 3. The timing couldn’t be better though, as a new competitor, O’Brien’s Sports Bar, opened across the street last week.

Eric Kilbane, owner of the Garden and also of Castro’s Back Room Cigar Shop next door, said he was very excited about the commercial and its potential for increased business.

“I can’t wait to see the finished product and see what comes out of it,” he said.

His staff, primarily Dutton, have talked with the television crews and production companies.

Kilbane said he’s not even really sure how it all came together.

“I don’t know how it happens,” he said. “I guess you get a lucky horseshoe every once in a while.”

Cameron Kittle can be reached at 594-6523 or ckittle@nashuatelegraph.com.