High Five: July

July 2, 2012 / High Five

By Alex Reeves

Our monthly picks of the best new commercials.

Mattessons, Hank Marvin
Directed by Andy McLeod, Rattling Stick (UK)

Taking cockney rhyming slang literally can be perilous, but the risk was worth it this time. Dressing hordes of hungry school kids as the lead guitarist from The Shadows was a stroke of genius. It’s a light-hearted ad based on a simple but amusing idea. And of course the music is perfect. Without Marvin’s signature guitar playing behind it this ad would probably just freak people out.

Product: Mattessons
Title: Hank
Production Company: Rattling Stick
Director: Andy McLeod
Production Company Producer: Kirsty Dye
Director of Photography: Julian Hohndorf
Ad Agency: Saatchi & Saatchi
Executive Creative Director: Kate Stanners
Creative Directors: Rob Botts, Andy Jex
Art Director: Eoghain Clarke
Copywriter: Matt Skolar

BMW, Eclipse
Directed by Sam Brown, Rogue (UK)

This commercial for BMW’s first four-door coupe is shot and edited beautifully. Comparing the 6 Series Gran Coupe to the rare beauty of a total solar eclipse, the film does the unique astronomical occasion justice. Accompanied by the sound of Moby’s apocalyptic cover of New Dawn Fades by Joy Division, this car ad stands supreme in what can be an overcrowded, self-indulgent class.

Product: BMW
Title: Eclipse
Production Company: Rogue
Director: Sam Brown
Production Company Producer: James Howland
Ad Agency: WCRS

Nike, Voices
Directed by Mark Romanek, Anonymous Content (USA)

With its feminist rhetoric, this commercial is about as right-on as an ad for a multinational sportswear mega-brand can get. It may seem like a tired message but, as we’ve seen at this year’s Wimbledon, the debate over women in sport is still raging. Shot simply but beautifully, it’s an arresting, inspiring film.

Product: Nike
Title: Voices
Production Company: Anonymous Content
Director: Mark Romanek
Executive Producer: Eric Stern
Line Producer: Suzie Greene Tedesco
Director of Photography: Jeff Cutter
Ad Agency: Wieden+Kennedy
Executive Creative Director: Mark Fitzloff, Susan Hoffman
Creative Director: Alberto Ponte, Ryan O’Rourke, Dan Hon
Art Director: Ayse Altinok
Copywriter: Dylan Lee

Fireflies, For Those Who Suffer We Ride
Directed by Chris Cairns, Partizan (UK)

This excellent commercial promotes the efforts of the amateur cyclists from the advertising world who cycled over 18 mountains in just eight days for Leukaemia charity Leuka. To make a bad ad for such a purpose would be unforgivable. Thankfully, this film demonstrates masterful use of super-slow-motion and incidental music that’s almost epic as the Fireflies’ struggle.

Product: Fireflies
Title: For Those Who Suffer We Ride
Production Company: Partizan
Director: Chris Cairns
Production Company Producer: Chris Cairns
Director of Photography: Daniel Bronks

BMW, The Incident
Directed by weareflink (Germany)

At almost four minutes in length, this piece for BMW China might be a slight indulgence for German-based production company weareflink, but the high-octane short action film certainly looks like it was fun to make. It’s a spectacle with real tension and drama – the sort of stuff you rarely see in a commercial.

Product: BMW China
Title: The Incident
Production Company: weareflink @ Contra Productions
Director: weareflink
Production Company Producer:
Director of Photography: Roman Jakobi
Ad Agency: Interone China
Executive Creative Director: Maik Lutze
Art Director: Arthur Li
Copywriter: Yanan Sun

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