High Five: March

March 9, 2015 / High Five

By Alex Reeves

The best ads of the month, hammering home the lessons we all need reminding of.

Advertising is full of truisms. A new technique is not a new idea. A good idea is nothing without good execution. Simplicity is smarter than complexity. We won’t go on. We’ve heard it all before. But looking at the best stuff the industry turns out is a great way to remind ourselves of these things. This month’s cream of the crop contains quite a few lessons. Get ready to be schooled.

 

Brand: BMW
Title: The Road to Twickenham
Production Company: Stink
Director: CD Morrish
Production Company Producer: Tom Knight
Ad Agency: FCB Inferno
Creative Director: Owen Lee
Art Director: Neil Durber
Copywriter: Nick O’Bryan-Tear
Agency Producer: Tom Collbeck
Editor: Vid Price
Music Company: Felt Music
Sound Company: Angell Sound
Sound Designer: Dave Robinson
Post Production Company: MPC

BMW – The Road to Twickenham

Arguably the biggest battle in advertising is to stand out from other advertising. This ad is certainly different from the others. While other brands shout at you with bright colours and folksy covers of second-rate power ballads, this film carries itself with a quiet dignity and simplicity. Just a series of roadside vistas accompanied by the surging roar of rugby fans. BMW deserve applause for signing off an ad without a single shot of one of their cars in it – that takes some courage. It’s more of an ad for rugby than cars, but BMW have clearly paid for that right and they’ve made the most of it here.

 

Brand: Fairtrade
Title: Fairtrade Matters
Production Company: HLA
Director: Will Robson-Scott
Production Company Producer: Tim Daukes
Executive Producer: Mike Wells
Ad Agency: Good Agency
Editor: Adam Biskupski
Music Companies: Elsham Music, Fox Music
Post Production Company: The Mill

Fairtrade – Fairtrade Matters

This 90-second film demonstrates the power Fairtrade has to change the lives of those it protects, as well as to enrich the communities those people live in. It’s a simple, honest approach reminding us of an initiative we should all support but many forget about. It doesn’t take much to check for a logo on your box of tea bags, but it has a profound effect on the lives of farmers and workers who bring us that produce. HLA also produced a 12-minute documentary available to view online.

 

Brand: Honda
Title: Keep Up
Production Company: FRIEND
Director: ManvsMachine
Production Company Producer: Luke Jacobs
Ad Agency: Wieden+Kennedy London
Creative Directors: Scott Dungate, Graeme Douglas
Creatives: Bertie Scrase, Christen Brestrup, Caleb Al-Jorani
Agency Producer: Jo Charlesworth
Music Company: Wah Wah
Sound Company: Factory
Sound Designer: Anthony Moore
Post Production Company: Analog

Honda – Keep Up

This ad is firing on all cylinders. A sharp brand insight translated into an idea that cleverly illustrates it, envisioned and shot beautifully, accompanied by sound design and music that only amplifies its potency. We’d be more surprised if Honda and Wieden+Kennedy came up with a dud than this – their usual high standard – but that doesn’t diminish its power. Certainly the sort of commercial advertising people like. But will the public talk about it too?

 

Brand: Department of Transport
Title: Lights
Production Company: Academy Films
Director: Frederic Planchon
Production Company Producer: Medb Riordan
Ad Agency: AMV BBDO
Creative Directors: Steve Jones and Martin Loraine
Art Director: Rob Messeter
Copywriter: Mike Crowe
Agency Producer: Nick Godden
Editing Company: The Assembly Rooms
Editor: Sam Rice-Edwards
Sound Company: 750mph
Sound Desginer: Sam Ashwell
Post Production Company: MPC

Department of Transport - Lights

If the government are trying to scare drug users off the roads then this film might serve its purpose well. Frederic Planchon knows how to create an atmosphere, and there’s certainly a powerful sense of dread here (maybe they got Super Hans from Peep Show to compose the music). It’s a sinister-feeling piece and whether or not this tactic makes the roads safer, it’s undeniably thought provoking.

 

Brand: Volkswagen
Title: Boss
Production Company: Rattling Stick
Director: Pete Riski
Production Company Producer: James Hatcher
Ad Agency: adam&eveDDB
Creative Directors: Steve Wioland, Matt Woolner
Creatives: James Gillham, Graham Cappi
Agency Producer: Catherine Cullen
Editing Company: Cut+Run
Editor: Eve Ashwell
Sound Company: Clearcut Sound
Post Production Company: Framestore

Volkswagen – Boss

We think this bloke might be one of those rare “ordinary working people” the likes of David Cameron always bang on about. A successful small business owner, working hard to feed his family and those of the people he employs, doing stuff for charity in his spare time. He seems like a stand-up guy – the acceptable face of Capitalism. Pete Riski has done a fine job of getting us to like this model citizen and of course his friends at VW treat him with the respect he deserves. A reassuring little film, showing a surprisingly human side to a multinational motor corporation.

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