High Five: April

April 9, 2015 / High Five

By Alex Reeves

Five films to restore your faith in advertising.

We were encouraged by the quantity of great advertising that came out over the past month. It made choosing the five best pieces of video advertising even harder than usual, but it’s a good sign. As always, our picks of the month are packed full of talent, wit and finesse. Inspiring stuff.

Brand: Channel 4
Title: The Outsider
Production Company: Nexus
Directors: Smith & Foulkes
Production Company Producer: Tracey Cooper
Ad Agency: 4Creative
Creative Directors: Chris Bovill, John Allison
Creatives: Jack Croft, Stacey Bird
Agency Producer: Shananne Lane
Music Company: SIREN
Composer: Alex Baranowski
Sound Company: Factory
Sound Designers: Anthony Moore, Philip Bolland

Channel 4 – The Outsider

Advertising doesn’t always get animation right, but when animators bring a script to life with flair the results can be iconic. Smith & Foulkes can do iconic. We’ve seen that in their work for Honda over the years and more recently in their Stand Up To Cancer ad. Combined with a classic underdog narrative, the master craftsmanship here goes a long way to promoting The Grand National, one of Channel 4’s flagship sporting events. It should appeal to the My Little Pony crowd, especially if the festival can make it through their third year without a horse death.

 

Brand: Dulux
Title: Colourless Future
Production Company: Somesuch
Director: Daniel Wolfe
Production Company Producer: Dougal Meese
Director of Photography: Robbie Ryan
Ad Agency: BBH London
Creative Directors: Martha Riley, Nick Allsop
Creatives: Richard Hooley, Victoria Jagger
Agency Producer: Kirsty Dye
Editing Company: Trim
Editor: Dominic Leung
Sound Company: Wave Studios
Sound Designers: Andy Shelley, Stephen Griffiths
Post Production Companies: Framestore (Grading), Glassworks (VFX)

Dulux – Colourless Future

For the past year or so Dulux ads have taken us to dark, dystopian alternate realities of colour prohibition. It’s a slightly ridiculous idea but it’s always been delivered in a tongue-in-cheek way with a beautiful filmic quality. This sci-fi romp could well be the best one yet. Daniel Wolfe’s artful direction combined with brilliant visual effects bring the idea alive. Respect to colourist Simon Bourne too for the striking grade. This must've been an interesting job for a man whose livelihood depends on an understanding of colour. Together they've created a visual feast fit for the big screen.

 

Brand: TENA
Title: Control
Production Company: Biscuit Filmworks
Director: Jeff Low
Production Company Producer: Toby Courlander
Director of Photography: Alex Melman
Ad Agency: AMV BBDO
Creative Directors: Toby Allen, Jim Hilson
Art Director: Jeremy Tribe
Copywriter: Prabs Wignarajah
Agency Producer: Polly Lowles
Editing Company: Work
Editor: Saam Hodivala
Sound Company: Wave Studios
Sound Designer: Aaron Reynolds
Post Production Company: The Mill

TENA – Control

Taking a page out of the Old Spice book of macho advertising, this montage of bizarre vignettes nails a very American brand of humour – an impressive feat considering the awkward nature of the product. Stirling Gravitas, our hero, is perfectly cast and delivers great comic timing under Jeff Low’s skilful direction. It’s funny, but whether it’s right for the audience is something only time will tell. The planners at AMV BBDO probably know what they’re doing, so we can only give them the benefit of the doubt for now.

 

Brand: Volvo
Title: Life Paint
Production Company: Caviar
Director: Andrew Telling
Production Company Producer: Adam Smith
Director of Photography: Jeremy Valender
Ad Agency: Grey London
Creative Director: Hollie Newton
Creatives: Jonas Roth, Rasmus Smith Bech
Agency Producer: Francesca Mair
Editing Company: GreyWorks
Editor: Matt Newman
Music Company: Wake The Town
Composer: Adam Halogen
Sound Company: GCRS
Sound Designer: Munzie Thind
Post Production Companies: Finish, Gramercy Park Studios

Volvo – Life Paint

We’ll be shocked if this doesn’t win awards. Completely in key with the current spirit of the ad industry, the Life Paint campaign actually makes the world a better place rather than just trotting out rhetoric. Safety and innovation are at the heart of what Volvo is respected for so it works perfectly for them. But more importantly, this new product will likely save lives. The film’s great too. Directed by Andrew Telling, who we featured back when he was still unsigned a couple of years ago, it gets the idea across clearly and with a visual panache that any Scandinavian brand would be proud of.

 

Brand: Weedol
Title: I’m Weeding Right Now
Production Companies: dummy., Outsider
Director: Harold Einstein
Executive Producers: Richard Packer, Eric Liney
Director of Photography: Jonathan Freeman
Ad Agency: McGarryBowen
Creative Directors: Remco Graham, Richard Holmes
Agency Producer: Abbi Tarrant
Editing Company: Work
Editor: Mark Edinoff
Sound Company: Wave Studios
Sound Designer: Aaron Reynolds
Post Production Company: The Mill

Weedol – I’m Weeding Right Now

Talk about no frills. This ad is a single, simple joke making a persuasive point about a product. It’s sort of old school in that way, but that’s why it stands out. They’ve cut the fat and everyone involved has delivered to the best of their abilities for what was almost certianly a slim budget. You don’t often see good commercials for weed killer either, making it all the more impressive.

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