High Five: September

September 6, 2013 / High Five

By Alex Reeves

A lesson from the masters.

You might recognise one or two of the directors’ names in this month’s selection of the best advertising. We’ve got some real heavy-hitters here, bringing their talents to bear on the scripts that everyone wants. Have a watch and see if they do the scripts justice.

Brand: Audi
Title: The Ring
Production Company: Academy
Director: Jonathan Glazer
Production Company Producer: Simon Cooper
Director of Photography: Barry Ackroyd
Ad Agency: BBH
Creative Directors: Matt Doman, Ian Heartfield
Creatives: Simon Pearse, Emmanuel Saint M’Leux
Agency Producer: Ruben Mercadal
Editing Company: The Quarry
Editor: Paul Watts
Music Company: Soundtree
VFX Company: MPC

Audi – The Ring

Jonathan Glazer is the man behind some of the most memorable commercials of all time, including Guinness Surfer – voted the greatest TV ad of all time by the British public – and his talent for depicting strong, inspiring characters shines through in this dramatic boxing scene. Focusing on the unsung hero of the referee, it’s a strong analogy and the film makes the message about the advertised product very clearly. It’s excellent, but you wouldn’t expect less from Jonathan now would you?

Brand: Barclays
Title: Love is Tough
Production Company: Blink
Director: Benito Montorio
Production Company Producer: Josh Barwick
Director of Photography: Steve Annis
Ad Agency: BBH
Creative Director: Nick Gill
Creatives: Vix Jagger, Ric Hooley
Agency Producer: Peter Montgomery
Editing Company: Stitch
Editor: Andy McGraw
VFX Company: MPC

Barclays – Thank You

This is an interesting one when you consider its audience. It’s a bit of a tearjerker, around the concept of love, made for football fans. That’s daring, considering the vast majority of advertising around sport goes for a sort of blokey pub humour approach. While many undoubtedly object to a bank speaking as if they own the Premier League, they’ve forked out the cash to make sure only they can make an ad like this.

Brand: John Lewis
Title: Things Matter
Production Company: Blink
Director: Dougal Wilson
Production Company Producer: Ewen Brown
Director of Photography: Lasse Frank, Toby Howell
Ad Agency: adam&eveDDB
Creative Directors: Ben Priest, Ben Tollett, Emer Stamp
Creatives: Simon Lloyd, Christine Turner, Rory Hall, Steph Ellis
Agency Producer: Sophie Smith
Editing Company: Final Cut
Editor: Joe Guest
Music Company: Finger Music
Sound Company: Factory Studios
VFX Company: MPC

John Lewis – Things Matter

It’s a John Lewis ad directed by Dougal Wilson. Expectations are obviously high. And of course it lives up to every one of them. Tremendously accomplished filmmaking, brought together by impeccable VFX work and, as always, it’s completely adorable, which is actually quite amazing when you consider we don’t see an actor until 27 seconds in. In these sentimental, family-based commercials, the soundtrack is always vital and Nina Nesbitt’s cover of Fleetwood Mac is bang on the money, tying the whole job up with a nice little bow.

Brand: Marmite
Title: End Marmite Neglect
Production Company: Outsider
Director: James Rouse
Production Company Producer: Benji Howell
Ad Agency: adam&eveDDB
Creative Directors: Pete Hayes, Rob Messeter, Mike Crowe
Creatives: Nick Sheppard, Tom Webber
Agency Producer: Chris Styring
Editing Company: Work
Editor: Art Jones
VFX Company: Framestore

Marmite – End Marmite Neglect

This is a great commercial because it went to the perfect director.  Documentary-style, serious-faced comedy is exactly what James Rouse does best and he evokes some very funny performances here. At the root of the laughs is a home truth we know all too well but have probably never thought about. It’s not flashy. There are no stunning visual effects or flowery copywriting – just a good idea executed with absolute competence.

Brand: NBC
Title: An American Coach in London
Production Company: Moxie Pictures
Director: Martin Granger
Production Company Producer: Claire Jones
Ad Agency: The Brookyln Brothers
Creative Director: Guy Barnett
Agency Producer: Tina Lam
Editor: Joseph Dillingham
VFX Company: The Mill

NBC – An American Coach in London

This is a comedy gem and, having already earned over five million views, it’s up there with the all-stars of branded content – proof that good quality does the business when it comes to going viral. The writing is so funny it could easily run as a regular sketch on TV and the performance from comedian Jason Sudeikis is just brilliant. Of course it’s already dated thanks to that Gareth Bale gag, but that’s not really the point.

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