High Five: February

February 9, 2015 / High Five

By Alex Reeves

It's out with the old, in with the new in this month’s best advertising.

Advertisers love talking about the future, but they’re often more bark than bite. They trot out the same old clichés and archetypes – the ones that are ‘tried and tested’ and the result is bland and, ultimately, ineffective for the client. Not so for our pick of the month’s best advertising. Our first High Five selections of 2015 demonstrate exactly how the ad industry should grasp tomorrow – by embracing change and taking ambitious approaches to clients’ problems.

Brand: Ikea
Title: The Joy of Storage
Production Company: Blink
Director: Dougal Wilson
Production Company Producer: Ewen Brown
Director of Photography: Lasse Frank
Ad Agency: Mother London
Creative Directors: Freddy Mandy, Tim McNaughton
Creatives: Pilar Santos, Rich Tahmesebi
Editing Company: Final Cut
Editor: Joe Guest
Sound Company: 750mph
Sound Design: Sam Ashwell
Post Production Company: MPC

Ikea – The Joy of Storage

It’s been evident for some years that Ikea really care about their advertising. Their partnership with Mother has delivered impressive work for and this epic is one of their most extraordinary yet. Considering they’re flogging wardrobes, you could argue their approach is over-the-top. But they were ambitious enough to go for it and with ingenious execution, including puppeteering and heaps of VFX magic, it’s ended up a beautiful piece of storytelling. Who thought more space for your T-shirt collection could be so invigorating?

 

Brand: Kia
Title: You Make Us Make Better Cars
Production Company: Bare Films
Director: Joanna Bailey
Production Company Producer: Sue Caldwell
Executive Producer: Helen Hadfield
Director of Photography: Ben Smithard
Ad Agency: Innocean Worldwide UK
Creative Directors: John Crozier, Dom Sweeney
Agency Producer: Emma Smalley, Alister Campbell
Editing Company: Speade
Editor: Melanie Ann Oliver

Kia – You Make Us Make Better Cars

The genius of this ad lies in the casting. Finding the perfect combination of likeable, charismatic people, Joanna Bailey has managed to create a car commercial about people rather than technology; warm and friendly rather than cold and aspirational. It fits Kia perfectly. They’re not advertising to petrolheads after a new toy to show off at their next track day, just to people who need a car to help them live their lives. The edit is intriguing, cutting off at sometimes unexpected times, but it adds welcome texture to an otherwise straightforward concept.

 

Brand: MoneySuperMarket
Title:  Dave’s Epic Strut
Production Company: Sonny
Director: Fredrik Bond
Production Company Producer: Shelley Urik
Director of Photography: Roman Vasyanov
Ad Agency: Mother London
Editing Company: Marshall Street Editors
Editor: Tim Thornton-Allen
Sound Company: 750mph
Sound Design: Sam Robson
Post Production Company: MPC

MoneySuperMarket – Dave’s Epic Strut

Pure silliness is a tried and tested tactic in today’s advertising and Mother show they know exactly how to pull it off here, but in a way most of us weren’t prepared for. We just got through 2014, “The Year of the Booty” according to the more trivial corners of the media, and there’s something quite in key with the Zeitgeist about subverting that with Dave’s remarkable posterior. The Sharon Osbourne cameo seems a little unnecessary, but they make it work. This campaign continues to deliver the goods in surprising new ways.

 

Brand: Prince’s Trust
Title: Learn The Heard Way
Production Company: Academy Films
Director: Seb Edwards
Production Company Producer: Dominic Thomas
Director of Photography: Patrick Duroux
Ad Agency: CHI London
Creative Directors: Gavin Torrance, Danny Hunt
Art Director: William Cottam
Copywriter: James Crosby
Agency Producer: David Jones
Editing Company: The Assembly Rooms
Editor: Sam Rice-Edwards
Sound Company: Wave Studios
Post Production Company: MPC

Prince’s Trust – Learn The Hard Way

Our society is far from the meritocracy the establishment would have you believe it is. And this film powerfully reminds us of the hardships some face to make their way in the world. The link between what you see and what you hear is smart, clearly illustrating the strength of character and workplace skills that the least privileged possess, even if it’s hard for them to get the opportunities to demonstrate them. Hopefully this will help the Prince's Trust bridge the opportunity gap, as well as reminding the ad industry to make sure they’re offering opportunities to people from all backgrounds, not just those who grew up in the right households.

 

Brand: Sport England
Title: This Girl Can
Production Company: Somesuch
Director: Kim Gehrig
Production Company Producer: Lee Groombridge
Director of Photography: David Procter
Ad Agency: FCB Inferno
Creative Director: Bryn Attewell
Art Director: Raymond Chan
Copywriter: Simon Cenamor
Agency Producer: Ally Mee
Editing Company: Trim
Editor: Tom Lindsay
Post Production Company: Framestore

Sport England – This Girl Can

In answer to the problem that 2 million less women than men exercise in the UK, with fear and judgement cited as the main barrier, Sport England have rolled out this punchy campaign. Perfectly underscored by Missy Elliot’s Get Ur Freak On, women of all ages, stages and sizes get active and embrace exercise without worrying about what others think. It’s got to be good for body confidence in women as a whole, although has received various criticisms from feminists. It’s worth noting that it came from an all-male creative team (there should be more female creatives), but with Kim Gehrig helming the film it depicts a version of femininity that’s far healthier and more exciting than what we’re used to seeing on our screens.

 

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