High Five: May

May 9, 2014 / High Five

By Alex Reeves

Evidence that a good campaign beats a good commercial.

Sometimes the best ads are a one-off moment of magic, but often the best advertising relies on a cumulative effect, building a strong feeling around a brand over time.

We’ve seen some great advertising recently, but when we finally settled on our choices of the five best ads of the month we noticed that none of them were for particularly surprising Clients. We’ve seen great work from all these brands before and their quality is, at least in part, down to the ground work those campaigns have already put in.

Brand: AXE
Title: Soulmates
Production Company: Biscuit Filmworks UK
Director: Tim Godsall
Production Company Producer: Rick Jarjoura
Director of Photography: Tim Hudson
Ad Agency: BBH
Creative Directors: Gary McCreadie, Easley Hawes
Creatives: Matt Fitch, Mark Lewis
Agency Producer: Chris Watling
Editing Company: Final Cut
Editor: Rick Russell
Sound Company: GCRS
Sound design & mix: Raja Sehgal
with additional sound design / tracklay: Miles Kempton
Post Production Company: Electric Theatre Collective

AXE – Soulmates

Combining AXE’s reputation for lavish advertising with a familiar dream-team of a credits list, the stars were always aligned for this to end up a great piece of advertising. Set over several millennia of human history, the script was ambitious, but with huge scope for a visual feast. It’s an amusing ad, but Director Tim Godsall, best known for his comedy chops, seems to have toned down the funny factor here in favour of sheer epic beauty. And there's nothing wrong with that.


Brand: Bombay Sapphire
Title: Exit Log (part of The Imagination Series)
Production Company: Independent Films
Director: The Glue Society (Gary Freedman)
Production Company Producers: Tom Johnson, Jason Kemp
Director of Photography: Ray Coates
Ad Agency: Gravity Road
Editing Company: The Play Room
Editor: Adam Spivey
Sound Company: String and Tins
Post Production Company: The Mill

Bombay Sapphire – Exit Log (part of The Imagination Series)

Building on the storming success of last year’s competition, Bombay Sapphire have announced the winners of Year 2 of The Imagination Series – their short film competition where the public interpret a script written by Oscar-winner Geoffrey Fletcher. Exit Log is one of the five winning films, a sci-fi adaptation of the script by Chris Cornwell. Tense, intriguing and brilliantly art directed, it’s a great short film, but it was hard to choose the one best film from the diverse series. This is a branded content project that stands out from the majority, not least because the production and craft on all five films is exceptional.


Brand: Booking.com
Title: Brianless
Production Company: Traktor
Director: Traktor (UK representation: Partizan)
Production Company Producer: Rani Melendez
Director of Photography: Bojan Bazelli
Ad Agency: Wieden + Kennedy Amsterdam
Creative Directors: Genevieve Hoey, Zach Watkins
Art Director: Kia Heinnen
Copywriter: Zoe Hawkins
Agency Producer: Elissa Singstock
Editing Company: Final Cut
Editor: Edward Line
Music Companies: Menlo Park Music, ABOMB Music
Sound Company: GCRS
Sound design & mix: Raja Sehgal
Post Production Company: MPC

Booking.com – Brianless

This campaign has consistently churned out solid observational comedy, but this latest execution is one of the most joyful. The lead lady is brilliantly cast and she puts on an excellent performance as an ordinary woman taking life into her own hands, seizing the holiday of her dreams with both hands. Traktor bring their usual level of oddball comedy to the spot, taking some scenes just a little further than you’d expect and the result is triumphant.


Brand: Jaguar
Title: The Art of Villainy
Production Company: Rogue Films
Director: Mark Jenkinson
Production Company Producer: Tom Farley
Director of Photography: Alex Barber
Ad Agency: Spark 44
Creative Directors: Matt Page, Ryan Moore
Agency Producer: Nicole Southey
Editing Company: tenthree
Editor: Kevin Palmer
Sound Company: Wave Studios
Post Production Companies: Big Buoy, The Mill

Jaguar – The Art of Villainy

A sequel to the giant money-splurge of a Hollywood blockbuster that was their Super Bowl commercial, Jaguar are sticking with their mission of becoming the vehicle of choice for the classy British antihero. Director Mark Jenkinson does an admirable job following Tom Hooper’s film, drawing the perfect balance of refinement and malevolence from Tom Hiddleston. It’s a small but exciting slice of the big screen, and any car ad with idea more esoteric than a fast drive through some nice scenery is to be encouraged.


Brand: Lurpak
Title: Adventure Awaits
Production Company: Blink
Director: Dougal Wilson
Production Company Producers: Emma Wright, Chloe Roseman
Director of Photography: Stephen King Roach
Ad Agency: Wieden + Kennedy London
Creative Directors: Sam Heath, Dan Norris, Ray Shaughnessy
Creatives: Freddie Powell, Hollie Walker
Agency Producer:
Editing Company: Final Cut
Editor: Joe Guest
Sound Company: Wave Studios
Post Production Company: MPC

Lurpak – Adventure Awaits

Big respect to Lurpak. For a humble kitchen brand, they’ve been incredibly ambitious with their advertising. Thanks to Wieden + Kennedy and the filmmaking talent they’ve selected, every execution in this campaign has been an absolute knock out. They’ve brought a cinematic, epic quality to an otherwise mundane product, and this latest ad directed by Dougal Wilson is the best yet. The shots are innovative and striking, capably setting off the excellent copywriting. Paired with a ballsy choice of music, it’s a powerful film.

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