High Five: March

March 10, 2014 / High Five

By Alex Reeves

Taking a moment to celebrate the most exciting advertising of the past month.

The spark of greatness that can make a commercial shine can come from anywhere – it could be a new strategic insight, a well-observed comic truth, a perfectly crafted line of copy, a surprising camera angle, an unexpected cut... You get the idea. See if you can spot the source of that greatness in the films that made our list of the month’s five best bits of video advertising.

Brand: Colman’s
Title: Break-Up
Production Company: Rattling Stick
Director: Pete Riski
Production Company Producer: Kelly Spacey
Director of Photography: 
Ad Agency: adam&eveDDB
Creative Directors: Mike Crowe, Rob Messeter
Art Director:  Laurent Simon
Copywriter: Aidan McClure
Editing Company: Cut + Run
Editor: Eve Ashwell
Sound Company: Clearcut Sound
Post Production Company: Coffee and TV

Colman’s – Break-Up

For a packet seasoning commercial, there’s quite a profound message here – that when communication through words is inadequate, something as fundamental to our lives as food on the table can have a deep emotional impact. We’ve all seen this kind of ad before, but for many dads and daughters this will tug the heartstrings just as it intended. Not only is it a moving bit of human interaction, the cinematography makes sure that pie looks spot on too.

 

Brand: Samsung
Title: What’s Your Problem? Sport Doesn’t Care
Production Company: Smuggler
Director: Henry-Alex Rubin
Production Company Producer: Ramon Leakey
Director of Photography: David Devlin
Ad Agency: 72andSunny
Creative Director: Paulo Martins
Art Director: Wendy Richardson
Copywriter: Yann Corlay
Editing Company: Whitehouse
Editor: Russell Icke
Music Company: Madplanet
Post Production Company: Glassworks

Samsung - What’s Your Problem? Sport Doesn’t Care

This is a difficult one to get the tone right for. Take it too far and you’re left with a bunch athletes whinging. Not far enough and it loses all impact. It’s as epic as you’d expect from a Paralympic ad, with all the brutal action winter sports are so good at delivering and exactly as inspiring as it should be.

 

Brand: The Sunday Times
Title: Icons
Production Company: Academy Films
Director: Us
Production Company Producer: Juliette Harris
Director of Photography: Ben Fordesman
Ad Agency: Grey London
Creative Director: Dave Monk
Creatives: Jonathan Rands, Johan Leandersson
Agency Producer: Debbie Impett
Editor: David Stevens
Sound Company: String & Tins
Post Production Company: Electric Theatre Collective

The Sunday Times - Icons

An elegant idea, executed with class, directing duo Us are our tour guides through a sequence of iconic moments in art and culture. Shot in one take, weaving these images together into a coherent stream is a real feat of direction. It’s even got an interactive element – can you identify all the scenes?

 

Brand: Three
Title: Sing it Kitty
Production Company: Partizan
Director: Traktor
Production Company Producer: David Stewart
Ad Agency: Wieden + Kennedy
Creative Directors: Ray Shaughnessy, Dan Norris
Creatives: Christ Lapham, Aaron McGurk
Agency Producer: Lou Hake
Editing Company: Final Cut
Editor: Rick Russell
Sound Company: Wave
Post Production Company: MPC

Three – Sing it Kitty

At its core, there’s not a lot to this idea, but as the dancing pony proved last year, who needs a clever-cloggs idea when you can do something this fun? And with such gusto. As much as it might be derided by the snobs of the industry, coming up with something full of this much joy is not easy task, and realising the vision with such brilliance takes the deft hands of smile merchants Traktor to pull off.

Try the interactive version too. Stink Digital have outdone themselves with that little bundle of glee.

 

Brand: Volkswagen
Title: Parachute
Production Company: Outsider
Director: James Rouse
Production Company Producer: Benji Howell
Director of Photography: Alex Melman
Ad Agency: adam&eveDDB
Creative Director: Jeremy Craigen
Creatives: Rob Messeter, Mike Crowe
Agency Producer: Pamie Wikstrom
Editing Company: Work
Editor: Bill Smedley
Sound Company: Factory
Post Production Company: MPC

Volkswagen – Parachute

This is a ballsy strategic move for Volkswagen – pointing out the fact that their new hatchback costs more than its competitors. Turning that negative into a positive was smart, but what really makes this commercial (and the other two in the campaign) shine is the expert touch of James Rouse, wringing every ounce of comedy out of the script.

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