High Five: August

August 8, 2013 / High Five

By Alex Reeves

Some tasty chops of summer advertising.

All five brands in this month’s pick of the best video advertising are household names. So how do they keep reminding people of what they do without boring audiences to death? Somehow the creative people of Adland manage to make it work, as these examples demonstrate.

Brand: Honda
Title: Hands
Production Company: Nexus
Director: Smith & Foulkes
Production Company Producer: Tracey Cooper
Director of Photography: Clive Norman
Ad Agency: Wieden + Kennedy
Creative Directors: Chris O’Reilly, Tony Davidson, Kim Papworth
Creatives: Chris Lapham, Aaron McGurk
Agency Producer: James Guy
Editing Company: Trim
Editors: Paul Hardcastle, David Slade
Sound Company: Siren
VFX Companies: Nexus, Analog Studio

Honda – Hands

Some brands just get it right again and again. Honda have set the bar pretty highly with their record of advertising, but this more than continues their winning streak. If the tone wasn’t so impeccably right for Honda then its cleverness could have ended up slightly pompous, but with the right direction it’s ended up a slick, elegant piece of advertising, the craft of which anyone can appreciate.

 

Brand: Ikea
Title: One Room Paradise
Production Company: Riff Raff
Director: Megaforce
Production Company Producer: Matt Fone
Director of Photography: Ben Smithard
Ad Agency: Mother
Editing Company: Final Cut
Editor: Joe Guest
Sound Company: 750mph
VFX Company: Finish

Ikea – One Room Paradise

Another brand that pretty much nails it every time, Ikea continue their run of shareable music videos from the best directors in that field with this sweet little number from French it-boys Megaforce. It’s a neat idea and an intriguing script. Gone are the days when Ikea flaunted yuppie couples with spacious kitchen-diners. This is a single mother making the most of her (fictional) pokey little flat, and it’s charming.

 

Brand: NSPCC
Title: The Underwear Rule
Production Company: Bare
Director: Joanna Bailey
Production Company Producer: Helen Hadfield
Director of Photography: Ben Smithard
Ad Agency: Inferno
Creative Directors: Al Young, Tim Palmer
Creatives: Ray Chan, Simon Cenamor
Agency Producer: Sam Dowling
Editing Company: Speade
Editor: Sam Sneade
Sound Company: Jungle
VFX Company: The Mill

NSPCC – The Underwear Rule

Take a second to think about the challenges this idea presented to the people making the ad. It’s children talking about their genitals, alluding to themes of sexual abuse, and it has to strike a tone that’s cute and sensible rather than grisly and shocking. That is quite a balancing act. Thankfully, Joanna Bailey has handled it very well, delivering the delicate message clearly and appropriately.

 

Brand: 02
Title: Be More Dog
Production Company: Caviar
Director: Keith Schofield
Production Company Producer: Shirley O’Connor
Director of Photography: Damian Acevedo
Ad Agency: VCCP
Creative Director: Darren Bailes
Art Directors: Ben Daly, Elias Torres
Copywriters: Nathaniel White, Daniel Glover-James
Agency Producer: Catherine Long
Editing Company: Marshall Street Editors
Editor: Patric Ryan
VFX Company: MPC

O2 – Be More Dog

This is one of those ads that people will love. As soon as our unorthodox feline hero appears on screen, smiles will cross their faces, they will turn to whoever they’re watching TV with and say “I love this one.” And they will chuckle along to the visual gags they’ve seen twenty times. Infectious fun.

 

Brand: Persil
Title: Whatever Life Throws
Production Company: Academy
Director: Niall O’Brien
Production Company Producer: Dom Thomas
Director of Photography: Alex Barber
Ad Agency: DLKW Lowe
Creative Directors: Dave Henderson, Richard Denney
Creatives: Frances Leach, Christopher Bowsher
Agency Producer: Jeremy Muthana
Editing Company: Final Cut
Editor: Edward Line
VFX Company: The Mill

Persil – Whatever Life Throws

As far as ideas go, this one isn’t difficult to get a grasp on. It’s a literal interpretation of the line “whatever life throws at them.” Fine. But the cinematic flair Niall O’Brien brings to the film, as well as the expert choice of music, transforms it into something rather special, especially for a soap brand.

 

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