High Five: March

March 1, 2013 / High Five

By Alex Reeves

Ads that make you want to postpone your well-deserved pee break.

There have been quite a lot of good commercials for beer over the years; the same goes for charities and cars. They are the sort of products that traditionally allow space for a good idea without too much detailed selling. But all these products have their clichés too, and what this month’s selection of the best ads do is defy these clichés to get your attention.

Product: McLaren
Title: Courage
Production Company: A+
Director: Marcus Söderlund
Production Company Producer: James Cunningham
Director of Photography: Ula Pontikos
Ad Agency: VCCP
Executive Creative Director: Darren Bailes
Creatives: Thierry Albert & Faustin Claverie
Agency Producer: Larissa Miola
Editing Company: Assembly Rooms
Editor: Sam Rice-Edwards
Post Production House: MPC
Post Production House: Finish

McLaren, Courage
Directed by Marcus Söderlund, A+

When it comes to telling a brand story (a buzzword we all know and love) the inspiring personal tale of a company’s founder is one of the most powerful routes to take. McLaren have the incredible story of Bruce McLaren’s life and tragic death. 50 years since their founding, it’s surprising they haven’t used it before. The film, helmed by Marcus Söderlund, uses understated visuals that slowly unite with the voiceover to tell a poetic tale.

Product: Kronenbourg
Title: A Taste Suprême
Production Company: Stink
Director: Ivan Zachariás
Production Company Producer: Nick Landon
Director of Photography: Jan Velicky
Ad Agency: Ogilvy & Mather
Art Director: Mark Harrison
Copywriter: Paul Mason
Agency Producer: Ruth Darsow
Editing Company: tenthree
Editor: Filip Malasek
Sound Company: Wave
Post Production House: Framestore

Kronenbourg, A Taste Suprême
Directed by Ivan Zachariás, Stink

This is a clever idea and bang on the money for the brand, managing to squeeze footballers, subtle comedy, supercars and the charming Gallic countryside all in without any awkward shoehorning. It’s a good job they got Eric Cantona on board, because we can’t think of anyone else that could have made this idea really work. He’s just a lovable guy.

Product: Foster’s
Title: Anticipation
Production Company: Rattling Stick
Director: Daniel Kleinman
Production Company Producer: Johnnie Frankel
Ad Agency: adam&eveDDB
Creative Director: Ben, Ben & Emer
Creatives: Aidan & Laurent
Agency Producer: Matt Craigie
Editing Company: Cut+Run
Editor: Eve Ashwell
Sound Company: 750mph
Post Production House: Framestore

Fosters, Anticipation
Directed by Daniel Kleinman, Rattling Stick

There’s not a lot to the script of this commercial. It’s basically just some old-fashioned Aussie blokes standing around in the heat waiting to hear if another bloke likes their new beer. But when you take into account that the heritage aspect is secondary to the idea of waiting for refreshment you can see the inspired direction of Daniel Kleinman doing its job. It might just make you thirsty.

Product: Marie Curie
Title: Symmetry
Production Company: Blink
Director: Tom Tagholm
Production Company Producer: Gwilym Gwillim
Director of Photography: Luke Scott
Ad Agency: DLKW Lowe
Creative Director: Matt Lever
Art Director: Ben McCarthy
Copywriter: Seb Housden
Agency Producer: Gill Loftus
Editing Company: Stitch
Editor: Tim Hardy
Music Company: Envy
Post Production House: MPC

Marie Curie, Symmetry
Directed by Tom Tagholm, Blink

Cancer care charities have a default format that they almost always fall back on – showing the grim effects of cancer on people and their loved ones. And fair enough. It’s tried and tested and it strikes an emotion chord with almost everyone that might lead to them donating to help others. This one takes that default and puts an interesting spin on it with the first/last format. Sensitively handled by Tom Tagholm, it’s a touching film.

Product: Citroën
Title: Baby
Production Company: MJZ
Director: Tom Kuntz
Director of Photography: Chris Soos
Ad Agency: H
Creative Directors: Luca Cinquepalmi & Marco Venturelli
Art Director: Luca Cinquepalmi
Copywriter: Marco Venturelli
Agency Producer: Sarah Bouadjera
Editing Company: MacKenzie Cutler
Sound Company: Kouz
Post Production House: Eight

Citroën, Baby
Directed by Tom Kuntz, MJZ

A baby. With ridiculously long hair. On a white stallion. On a beach. Soundtracked by Spandou Ballet. No, that wasn’t a dream. You just saw that. Where this idea came from is a mystery that should probably remain inside that creative’s head. The fact that Citroën let them make it is pretty incredible though. Just imagine reading the script for this. Like Spandau Ballet, it’s crap, but you still enjoy it when it comes on.

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