High Five: August

July 31, 2012 / High Five

By Alex Reeves

The cream of the past month's commercial film crop, in our humble opinion.

We know it doesn't feel like it but it's August already. But what we've missed out of in the sun stakes, we've gained in great advertising. Here's our pick of the past month's best commercial film offerings. They're a shocking bunch this month, so prepare to be outraged.

Client: Refuge
Title: Lauren Luke
Production Company: Lauren Luke
Director: Wesley Hawes, Gary McCreadie
Ad Agency: BBH
Creative Director: Pablo Marques
Creative Team:  Jack Smedley, George Hackforth-Jones, Stephen Noble
Agency Producers: Jeremy Gleeson, Bryony Dellow
Editing Company: The Mill
Sound Company: Factory

Refuge, Lauren Luke
Directed by Wesley Hawes and Gary McCreadie, Lauren Luke (UK)

Collaborating with make up artist and YouTube entrepreneur Lauren Luke, BBH created this viral film teaching women how to cover up the telltale signs of domestic violence. Far more affecting than a traditional charity campaign, the film was posted on Luke’s own YouTube video feed, giving it a convincing air. With so many films calling themselves “viral” before they’re even uploaded, this one has earned its title with over 800,000 views in less than a month.

Client: Nike+
Title: Game On, World
Production Company: SMUGGLER
Director: Adam Berg
Executive Production Producers: Patrick Milling Smith, Brian Carmody, Lisa Rich, Allison Kunzman, Laura Thoel
Production Campany Producer: Karen O'Brien
Ad Agency: Wieden + Kennedy Portland
Creative Director: Ryan O'Rourke (GCD), Alberto Ponte (GCD), Dan Hon (Global Interactive CD)
Art Director: Bertrand Fleuret
Copywriter: Antony Goldstein
Agency Producer: Jeff Selis
Editing Company: Cosmo Street
Editor: Paul Hardcastle
Post Production House: MPC

Nike, Game On, World
Directed by Adam Berg, Smuggler (USA)

This one’s for those of you who spent your childhood with Mario, Sonic and Zelda. The ad was created to promote the Nike+ range, which effectively turns life into a video game by collecting data on your workout as you train. It must have been pretty strange to shoot with all those VFX to imagine, but without them it wouldn’t be such a visual feast. With so many kids consumed by video games, maybe turning exercise into one is the key to beating child obesity.

Client: Twix
Title: Ideologies
Production Company: MJZ
Director: Craig Gillespie
Production Company Producer: James Wells
Ad Agency: BBDO
Creative Directors: Peter Kain, Gianfranco Arena, James Clunie, Chris Beresford-Hill
Art Director: James Clunie
Copywriter: Chris Beresford-Hill
Agency Producer:
Editing Company: Mackenzie Cutler
Editor: Ian Mackenzie
Music Company: Human
Sound Company: Mackenzie Cutler
Post Production House: Eight VFX

Twix, Ideologies
Directed by Craig Gillespie, MJZ (USA)

Making up a new back-story for this well-known chocolate bar has injected a new life into the brand. We can see debates in the school playground erupting over which Twix is better, left Twix or right Twix. It’s also given Craig Gillespie license to direct this visual feast of a commercial, complete with steampunk, Wonka-esque factories and some truly glorious moustaches.

Client: Aldi
Title: Orange Juice
Production Company: Moxie Pictures
Director: MJ Delaney
Production Company Producer: Jess Bell
Ad Agency: McCann Erickson
Creative Directors: Dave Price, Neil Lancaster
Agency Producer: Alex Cowley
Editing Company: tenthree
Editor: Rebecca Luff
Sound Company: Wave
Post Production House: Big Buoy

Aldi, Orange Juice
Directed by MJ Delaney, Moxie (UK)

This old dear has a twinkle in her eye as she is reminded of sprinters with shorts so tight that “you can see the bits.” Continuing the successful series of stripped-down commercials, this one relies on nothing more than a sweet little granny telling a willy joke. It’s also another great example of a non-sponsor cleverly invoking the Olympics without provoking Locog’s wrath.

Client: Terrence Higgins Trust
Title: Condom Moment
Production Company: LOKI
Director: Tom Geens
Production Company Producer: Bob Ford
Ad Agency: INFERNO
Creative Team: Tom Geens, Ali Dickinson, Paul Mann, Mike Cuthill, Jack Walker, Andrew Attah
Editing Company: Marshall Street
Editor: Spencer Ferszt
Sound Company: Jungle
Post Production House: Jungle

Terrence Higgins Trust, Condom Moment
Directed by Tom Geens, LOKI (UK)

The beginning of this ad, accompanied by music by Peaches, expertly depicts a pre-coital whirlwind of passion. Then the tempo comes grinding almost to a halt and Mozart takes over. The expert use of music and super-slow-motion creates exactly the sort of arresting effect that such charity campaigns need. A beautiful, haunting film.

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