High Five: April

April 24, 2013 / High Five

By Alex Reeves

Our monthly exhibition of the maddest skills in Adland.

Some brands are easier to advertise than others. But just because a product is mundane doesn’t mean its advertising has to be. This is just one of the lessons that our selection of the past month’s best commercials has taught us. Watch and learn. You might even enjoy yourself in the process.

Product: Le Trèfle
Title: Emma
Production Company: Henry de Czar
Director: Bart Timmer
Production Company Producer: Jean-Luc Bergeron
Ad Agency: Leo Burnett
Creative Director: Xavier Beauregard
Art Director: Jérôme Gonfond
Copywriter: Hadi Hassan-Helou
Agency Producer: Elisabeth Boitte

Le Trèfle, Emma
Directed by Bart Timmer, Henry de Czar

There’s something about this pushy dad that we instantly dislike. It’s probably the fact that we all know someone like this, looking down on us for using technology that’s been around for longer than five minutes. Bog roll doesn’t have a glorious history in advertising, but thanks to this clever piece of comic sadism, the French might now have a toilet paper ad that they remember, which is quite something, really.

Product: Vigorsol
Title: Captain Ice
Production Company: Stink
Director: Rafael Lopez Saubidet
Production Company Producer: Debbie Ninnis
Director of Photography: Ray Coates
Ad Agency: BBH
Creative Director: Marc Hatfield
Creatives: Felipe Guimaraes, Lambros Charalambous
Agency Producer: Natalie Parish
Editing Company: Stitch
Editor: Andy McGraw
Sound Company: 750MPH
Post Production House: MPC

Vigorsol, Captain Ice
Directed by Rafael Lopez Saubidet, Stink

This gum makes your breath fresh – it’s a message we’re quite familiar with, thank you. This commercial recognises that they don’t need to ram the idea down our throats and instead focuses on telling a short story that we’ll find entertaining. The idea could have fallen flat without good execution, but the over-the-top Hollywood action here is as familiar as the well-observed social awkwardness in the supermarket. It achieves that rare sweet spot between funny and well polished.

Product: Cuprinol
Title: Whimpering Garden
Production Company: TWC Films
Director: Suthon Petchsuwan
Production Company Producer: Hugh Bacher
Ad Agency: 18 Feet & Rising
Creative Director: Anna Carpen
Creatives: Anna Carpen, Stephen de Wolf
Agency Producers: Julia Methol, Emily Hodgson
Post Production House: Mum Films

Cuprinol, Whimpering Garden
Directed by Suthon Petchsuwan, TWC Films

Fence- and shed-care ads don’t usually stimulate much creativity, but this one takes a bit of a leftfield approach. Comparing your neglected shed to a needy infant isn’t the most obvious link to make, but it makes a lot of sense when you think about it. While most commercials in this category work just fine by listing facts, this one takes a leap of faith into a surrealist narrative. We think it pays off.

Product: Somersby
Title: The Somersby Store
Production Company: RSA
Director: Mat Kirkby
Production Company Producer: Garfield Kempton
Director of Photography: Magni Agustsson
Ad Agency: Fold7
Creative Director: Ryan Newey
Creatives: Rob Porteous, Dave Askwith
Agency Producer: Sam Balderstone
Editing Company: Final Cut
Editor: Joe Guest
Sound Company: 750MPH
Post Production House: Big Buoy

Somersby, The Somersby Store
Directed by Mat Kirkby, RSA


Conditions are perfect for this jokey ad. With the Church of Jobs at a zenith, its devotees are ripe for ridicule. Samsung gave it a good effort a few months back, but it was only a matter of time before an apple-based product seized this opportunity. It’s been seized with gusto, though, without a single pun wasted. They must have had a great laugh writing this script and the result is an ad as warm as the summer sun they hope will eventually arrive to sell the product.

Product: Samsung
Title: Charge
Production Company: Somesuch & Co.
Director: Romain Gavras
Production Company Producer: Nick Goldsmith
Director of Photography: Benoit Debie
Ad Agency: CHI & Partners
Creative Director: Jonathan Burley, Rick Brim
Art Director: Jay Phillips
Copywriter: Neil Clarke
Agency Producer: Caroline Angell
Editing Company: Hagon
Editor: Jono Griffith
Sound Company: 750MPH
Post Production House: MPC

Samsung, Charge
Directed by Romain Gavras, Somesuch & Co.

This is a big spectacular for a brand in the ascendant. While the Korean tech giant gobbles up markets, they must make sure their commercials don’t go unnoticed. This won’t. Anyone familiar with Romain Gavras’s music videos will recognise why he’s just right for this – like a lot of his work, it’s obnoxiously cinematic, combining speeding cars, galloping horses and stampeding crowds. He’d never done all three at once until now, but we’re so glad he did.

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