High Five: September

September 11, 2014 / High Five

By Alex Reeves

The month’s best advertising in all its beautiful diversity.

Our favourite ads of this month are a proper pick ‘n’ mix. Some are from brands that hit the ball out the park every time; others are refreshing ideas from brands this industry doesn’t often celebrate. We’ve got mixed media techniques, celebrity endorsements and charitable initiatives. Advertising is a diverse and multi-headed beast.

Brand: Axe
Title: Monday; Wednesday
Production Company: Riff Raff
Director: Jonas & François
Production Company Producer: Jane Tredgett
Director of Photography: Alex Barber
Ad Agency: Bartle Bogle Hegarty
Creative Directors: Wesley Hawes, Gary McCreadie
Creatives: Charlene Chandrasekaran, Carl Broadhurst, Peter Reid, Dan Morris
Agency Producer: Chris Watling
Editing Company: Marshall Street Editors
Editors: Patric Ryan
Music Company: Big Sync Music
Sound Company: String and Tins
Sound Designer: Will Cohen
Post Production Company: Electric Theatre Collective

Axe – Monday; Wednesday

BBH have been consistently turning out commercials for Axe for a while now and it looks like their streak is set to continue. Rather than focusing on the usual claims of sexual fortune, Axe is promising something altogether more general here. It’s about loving yourself before you can love others and seizing the day. Riff Raff’s music video wizards Jonas & François are a great choice to direct such a vibrant and energetic brace of commercials. They bring just the right amount of flair and just the right tone for the brand.

 

Brand: Coors Light
Title: Ice Bar
Production Company: Rattling Stick
Director: Danny Kleinman
Production Company Producer: Johnnie Frankel
Ad Agency: VCCP
Creative Director: Jim Capp
Copywriter: Jermaine Hillman
Art Director: Paul Kocur
Agency Producer: Andy Leahy
Editing Company: Cut+Run
Editor: Julian Tranquille
Music Company: Wake the Town
Sound Company: 750mph
Sound Designer: Sam Ashwell
Post Production Company: Framestore

Coors Light – Ice Bar

Jean-Claude Van Damme has been the face of Coors Light since 2011 and it’s been a brilliant partnership for both him and the brand. There’s something genuinely funny about the campaign’s self-aware training-montage style, particularly when one suspects JCVD himself doesn’t quite get the joke. Now with Danny Kleinman bringing his talents to the helm, this partnership has reached its kitsch extreme, and it feels like a climax to the campaign. It’s hard to imagine The Muscles from Brussels coming back to the light beer ads, but if they can outdo this then we’ll be very impressed.

 

Brand: Direct Line
Title: Write Off
Production Company: Gorgeous
Director: Chris Palmer
Production Company Producer: Rupert Smythe & Alicia Richards
Ad Agency: Saatchi & Saatchi
Creative Director: Paul Silburn
Creatives: Paul Silburn, Gemma Phillips, Mark Slack
Agency Producers: Zoe Bell, Darapen Vonga-sa, Sam Rendle-Short
Editing Company: The Quarry
Editor: Scott Crane
Sound Company: Factory
Sound Designer: Anthony Moore
Post Production Companies: The Mill, Nineteen Twenty

Direct Line – Write Off

Insurance ads are usually complete bastards. They get in your head with their annoying jingles, silly voices and smug voiceovers from moonlighting comic actors. Thanks the marketing gods then that the new Direct Line campaign features none of these (admittedly effective) gimmicks. Sure, it does borrow its idea from Pulp Fiction – one of the most beloved films of all time – but Hervey Keitel does such a good job reprising his role as Winston “The Wolf” Wolfe that we can’t be angry with this flagrant commandeering of movie culture. It’s too good to hate.

 

Brand: Kenco
Title: Coffee Vs Gangs
Production Company: RSA
Director: Johnny Hardstaff
Production Company Producer:  Annabel Ridley
Ad Agency: JWT London
Creative Director: Jaspar Shelbourne
Copywriter: Matt Leach
Art Director: Jess Oudot
Agency Producer: Carley Reynolds
Editing Company: The Whitehouse
Editor: John Smith
Music Company: Eclectic
Composers: Colin Smith, Simon Elms
Sound Company: Greeek Street Sudions
Sound Designer: Dan Weinberg
Post Production Company: Absolute / Blind Pig

Kenco – Coffee Vs Gangs

This film is to promote Kenco’s latest initiative, transforming the lives of Honduran youths likely to get involved in a life of gang violence by teaching them to farm coffee. And whether it’s a cynical move to seem like a responsible company or not (it probably is), it’s helping people, so that’s cool. Johnny Hardstaff’s film is more naturalistic than his usual highly-stylised approach, but he brings the slums to life here in a very immersive way. And with minimal voiceover and pushing of the brand, it makes the brand look quite classy.

 

Brand: Uncle Ben’s
Title: The Family Home of the Future
Production Company: Fat Lemon
Director: Chris Faith
Production Company Producer: Cabell Hopkins
Ad Agency: Abbott Mead Vickers BBDO
Creative Director: Mike Hannett
Copywriter: Liam Donnelly
Art Director: Phil Holbrook
Agency Producer: Richard Grisman

Uncle Ben’s – The Family Home of the Future

As if we didn’t all despise estate agents enough already, this one puts his clients through the infuriating process of showing them a house without a kitchen. The idea is to drum up interest for Ben’s Beginners – a new YouTube cooking channel created for Uncle Ben’s. It’s impressive to see brands as prosaic as the rice specialists providing genuinely useful content online and this is a clever way to promote it, although in today’s housing market a house without a kitchen is probably still unaffordable for most first-time buyers.

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