High Five: February

February 15, 2013 / High Five

By Alex Reeves

Our favourite commercials this month are a bit cinematic. Grab some popcorn.

We’ve made it out of January feeling all shiny and new, obviously having stuck to our New Years’ resolutions to the letter. The advertising is upbeat and positive and we’re generally feeling like 2013 is going to be the year it all comes together. We’ve been spoilt for choice when it comes to quality advertising too – the industry seems to be starting the year as they mean to go on. It’s all very inspiring. We’re just hoping clients have some money left for the rest of the year.

Product: Virgin Atlantic
Title: Flying the Face of Ordinary
Production Company: Partizan
Director: Antoine Bardou-Jacquet
Production Company Producer: David Stewart
Directors of Photography: Andre Chemetoff, Damian Morisot
Ad Agency: RKCR/Y&R
Agency Producer: Jody Allison
Editing Company: Work
Editor: Bill Smedley
Sound Company: Wave Studios
Post Production House: MPC

Virgin Atlantic, Flying in the Face of Ordinary
Directed by Antoine Bardou-Jacquet, Partizan

It’s hard to pull off glossy without seeming pompous, but somehow Virgin Atlantic ads manage it every time. As the travel sector cashes in on the dreariness of January we’ve been swamped by cut-price holiday commercials with breathy voiceovers; we don’t normally get slick two-minute X-Men trailers that turn out to be advertising flights. So when a brand has the audacity to put one out, we pay attention.

Product: MoneySupermarket
Title: Astronaut
Production Company: Independent
Director: The Glue Society
Production Company Producer: Jason Kemp
Director of Photography: Don Burgess
Ad Agency: Mother
Editing Company: The Playroom
Editor: Adam Spivey
Sound Company: 750MPH
Post Production House: The Mill

MoneySupermarket, Astronaut
Directed by The Glue Society, Independent

It’s all too easy to compare this campaign to its catchy-yet-infuriating competitors – the meerkats and their comrades. But not only is this less annoying, it’s also built on the clever promise of making us feel “epic”, which roughly translates as “smug”. The Glue Society have completely nailed that The Top Gun/Apollo 13 feel here, too, rounding off a neat piece of work that ticks a lot of boxes.

Product: Lynx
Title: Fireman
Production Company: Biscuit Filmworks
Director: Tim Godsall
Production Company Producer: Rick Jarjoura
Director of Photography: Jess Hall
Ad Agency: BBH
Creative Director: David Kolbusz
Creative Team: Wesley Hawes, Gary McCreadie, Diego Oliveira and Caio Giannella
Agency Producer: George Ancock
Editing Company: Work
Editor: Richard Orrick
Sound Company: Phaze
Post Production House: Framestore

Lynx, Fireman
Directed by Tim Godsall, Biscuit Filmworks

Astronauts seem to be in vogue. Like the MoneySupermarket commercial, this ad is just so Hollywood. Explosions and Die Hard-grade action all over the place. Lynx have a pretty impressive track record for delivering both visual spectacles and blokey comedy and this ad justifies their reputation. Its tone is spot on. Gone are the beer-and-pizza, Nuts magazine days of lad culture. These days Lynx’s alpha male has a PhD in astrophysics and a radiation-proof suit.

Product: Guardian
Title: Own the Weekend
Production Company: Biscuit Filmworks
Director: Tim Godsall
Production Company Producer: Kwok Yau
Director of Photography: Daniel Bronks
Ad Agency: BBH
Creative Director: David Kolbusz
Creative Team: Wesley Hawes, Gary McCreadie
Agency Producer: Chris Watling
Editing Company: Work
Editor: Bill Smedley
Sound Company: Factory
Post Production House: The Mill

Guardian, Own the Weekend
Directed by Tim Godsall, Biscuit Filmworks

Another gem from the BBH/Biscuit Filmworks partnership and another ad that borrows from the Hollywood we know and (occasionally) love to get laughs. It’s good to know that the Guardian can take the piss out of themselves (that couple are well-observed caricatures of the paper’s readership) although the dystopian future it shows us does have a worrying hint of prophecy to it. Hugh Grant might be an unnecessary evil, but we suppose he’s relatively harmless.

Product: Diet Coke
Title: Gardener
Production Company: MJZ
Director: Rocky Morton
Production Company Producer: Chris McBride
Director of Photography: Nicholaj Bruel
Ad Agency: BETC
Executive Creative Director: Neil Dawson
Art Director: Neil Dawson
Copywriter: Clive Pickering
Agency Producer: Karen Egan
Editing Company: Final Cut
Editor: Joe Guest
Sound Company: Wave Studios
Post Production House: Finish

Diet Coke, Gardener
Directed by Rocky Morton, MJ
Z

The women in the office have confirmed that this works for them. This gent’s not quite an astronaut (in fact, on the basis of this little sketch, he seems a bit of a dullard) but he’s certainly easy on the eye. It’s a resurrected classic with all the ready-made hype that comes with that and with Rocky Morton directing it’s a suitably vivid objectification of the male form. And what a form it is.

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