High Five: February

February 10, 2014 / High Five

By Alex Reeves

This month's best advertising has a certain poise and dignity to it.

While it’s mostly there to sell stuff, advertising isn’t an entirely cynical endeavour. At its best, it finds and explores truths about human nature, making you ponder the conundra of existence for a moment before you reach for your credit card for some impulse consumerism.

With that in mind, we hope our top five ads of the month will enrich your day somewhat. We think they’re pretty profound.

Brand: BBC
Title: Nature
Production Company: Stink
Director: Tomek Baginski
Production Company Producers: Sally Rigg, Edel Erickson
Director of Photography: Wojtek Zielinski
Ad Agency: RKCR/Y&R
Creative Director: Mark Roalfe
Art Director: Marta Krzeminski
Creatives: Liembi De Carvalho, Barnaby Blackburn, Gustavo Kopit
Editors: Marta Michno, Czarek Szuminski
Music Company: Songs of TRO
Sound Company: Factory
Post Production Company: Juice

BBC – Nature

At the root of this ad is an elegant idea: that athletes at the Sochi 2014 Winter Olympic Games are not only competing against one another, but against the very forces of nature. It's voiced by Charles Dance, AKA Tywin Lannister from Game of Thrones, which is awesome. There's no way they didn't toy with the line: "Winter is coming" while writing this. Tomek Baginski’s execution captures the menace of nature powerfully, using a highly stylised mixture of CGI and live action to create a striking piece of film.


Brand: Guinness
Title: Sapeurs
Production Company: MJZ
Director: Nicolai Fuglsig
Production Company Producer: Suza Horvat
Director of Photography: Alwin Kuchler
Ad Agency: AMV BBDO
Creative Director:
Art Director: Nadja Lossgott
Copywriter: Nicholas Hulley
Agency Producer: Sara Flood
Editing Company: Final Cut
Editors: Rick Russell, Russ Clapham
Music Company: Finger Music
Sound Company: Wave Studios
Post Production Company: The Mill

Guinness – Sapeurs

It has been a tradition of Guinness advertising, stretching back over its long history, to focus on an inspirational character rather than anything to do with the dark Irish drink itself. This follows in that proud tradition, capturing the vibrant culture of the sharp-dressing Congolese Sapeurs and striking just the right tone for the brand. It’s a well-crafted, visual feast of a pseudo-documentary, doing justice to the excellent research that unearthed these chaps for the campaign.


Brand: Jaguar
Title: Rendezvous
Production Company: Smuggler
Director: Tom Hooper
Production Company Producer: Ben Crocker
Director of Photography: Daniel Landin
Ad Agency: Spark44
Creative Directors: Matt Page, Piggy Lines
Agency Producer: Michael De Vries
Editing Company: The Quarry
Editor: Paul Watts
Sound Company: GCRS
Post Production Company: The Mill

Jaguar – Rendezvous

First airing during the orgy of marketing that is the Super Bowl, this commercial was a unique island of British nuance amidst a sea of rampant American brashness. Starring three of the finest English gentlemen to storm the screens of Hollywood in recent decades, the big-screen production values here must have set Jaguar back a bit. But who better to put that budget to good use than Tom Hooper? It’s enough to make even us cynical Brits mildly patriotic.


Brand: Land Rover
Title: Hibernot
Production Company: HLA
Director: Simon Ratigan
Production Company Producer: Tim Daukes
Director of Photography: Bob Pendar-Hughes
Ad Agency: RKCR/Y&R
Creative Directors: Julian Chalkley, Nick Simons
Creatives: Tim Brookes, Phil Forster, Barnaby Blackburn, Gustavo Kopit
Agency Producer: James Miller
Editing Company: The Play Room
Editor: Adam Spivey
Sound Company: 750mph
Post Production Companies: The Mill, Big Buoy

Land Rover – Hibernot

This commercial goes against almost every convention of a car ad. For a start, the car doesn’t feature, which is a pretty ballsy move. Secondly, there’s no voiceover, dialogue or story. There’s not even any copy for 50 seconds of the minute-long film – just a single backhanded compliment of a line. If the Jaguar ad is how Americans see the British, this is what Britons really aspire to – understatement, subtlety and sarcasm. Although it is slightly undermined by the hashtag at the end, it's a brave effort that should be applauded.


Brand: Axe/Lynx
Title: Call to Arms
Production Company: MJZ
Director: Rupert Sanders
Production Company Producer: Laurie Boccaccio
Director of Photography: Greg Fraser
Ad Agency: BBH
Creative Director: David Kolbusz
Creative: George Hackforth-Jones
Agency Producer: Ryan Chong
Editing Company: Work
Editor: Neil Smith
Sound Companies: String & Tins, GCRS
Post Production Company: The Mill

Lynx – Call to Arms

Ads don’t often justify the use of slogans from 1960s anti-war counterculture and, if they do, they’re usually not commercials for deodorant. Axe/Lynx’s new CND-esque direction is reminiscent of an unimaginative beauty queen wishing for "world peace", but when it leads to a film as sumptuous and entertaining as this, we’re willing to forgive that. They've come a long way since their old "makes fit birds want to shag you" idea and we should be grateful for that.

Comments (1)

  • It’s really great that people are sharing this innirmatoof.

    by Ruken on 2014 07 09

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