High Five: September

September 10, 2015 / High Five

By Alex Reeves

There’s more than one way to skin an advertising client.

This month our selection of the best five pieces of advertising demonstrates the many different routes advertising can take. Whether it’s conveying a feeling about a brand through a shiny film, demonstrating the talents of a company through an engineering project or cashing in on a topical joke, each of these pieces of advertising chose the right approach for their client.

Brand: Honda
Title: Ignition
Production Company: Somesuch
Director: Aoife McArdle
Production Company Producer: James Waters
Director of Photography: John Lynch
Ad Agency: Wieden+Kennedy London
Creative Directors: Kim Papworth, Scott Dungate
Agency Producer: James Laughton
Editing Company: Final Cut
Editor: Dan Sherwen
Music Company: Siren
Sound Company: Factory
Sound Designer: Anthony Moore
Post Production Company: The Mill

Honda - Ignition

Every time we see the word Honda appear in our press release mailbox, our High Five senses start to tingle. Alongside their trusted agency partners Wieden+Kennedy, they do brand advertising like no one else. This film is a celebration of the technological excellence they have demonstrated this year, in which the brand has returned to Formula 1 racing, made its first commercial flight and refreshed every model in its range of cars. The raw power of the film also proves director Aoife McArdle’s mighty talents are here to stay. We’ll take note whenever she appears in our inbox too.


Brand: Hostelworld
Title: Youth Hostelling With Chris Eubank
Production Company: Motion Picture House (MPH)
Director: Kelvin Hutchins
Director of Photography: Matthew Beecroft
Ad Agency: Lucky Generals
Sound Company: 750mph
Sound Designer: Jeff Smith
Post Production Company: Absolute

Hostelworld – Youth Hostelling With Chris Eubank

It’s 18 years since Alan Partridge desperately cobbled together his TV pitch for ‘Youth Hostelling With Chris Eubank’ and it’s finally become a reality. Well, maybe. We don’t know if it will ever become the full travelogue we’ve dreamed of for so long, but this film is gratifying enough for now. What’s amazing is the speed at which agency Lucky Generals made it all happen. On 11th August Twitter buzzed with hilarity as it realised Chris Eubank still didn’t get Coogan’s joke. Within days they agency had got Chris himself on board, as well as Hostelworld and director Kelvin Hutchins of Motion Picture House. It was on YouTube by the 19th. That’s marketing in 2015.


Brand: John Lewis
Title: Tiny Dancer
Production Company: Blink
Director: Dougal Wilson
Ad Agency: adam&eveDDB
Creative Directors: Ben Tollett, Richard Brim
Creatives: Jo Cresswell, Sian Coole
Agency Producer: Jack Bayley
Editing Company: Final Cut
Editor: Joe Guest
Sound Company: Factory
Sound Designers: Anthony Moore, Jon Clarke
Post Production Company: MPC

John Lewis – Tiny Dancer

If this was a bad ad, everyone in advertising would have to reassess what they know. It was made by the people who win the awards these days. From Client to Colourist, everyone on the credit list is at the top of their game. It’s predictably charming, exactly as warm as we expected and full of humanity. It’s also bang on the message for insurance. This particular tiny dancer looks likely to do some damage sooner or later, but who’d want to be the killjoy to stop her?


Brand: Lexus
Title: Slide
Production Company: Smuggler
Director: Henry-Alex Rubin
Production Company Producers: Gordon Mackinnon, Ray Leakey
Director of Photography: Ken Seng
Ad Agency: CHI & Partners
Creative Director: Monty Verdi
Creatives: Brad Woolf, Dan Bailey
Agency Producers: Zoe Barlow, Nikki Cramphorn, Nicola Ridley, Matt Cresswell, Lindsay Hughes
Editing Company: Marshall Street Editors
Editor: Spencer Ferszt
Sound Company: Wave Studios
Sound Designer: Parv Thind
Post Production Company: MPC

Lexus – Slide

When Lexus revealed this, the internet’s nit-pickers came out in force, voicing their disappointment that their hoverboard needed a special skatepark to work. They barely stopped to appreciate the fact that Lexus have made an actual hoverboard that levitates (even over water!) enough for pro skater Ross McGouran to star in this brilliant skate video style ad, deftly captured by action specialist Henry-Alex Rubin. An exhilarating film that tells an impressive story of engineering.


Brand: Pot Noodle
Title: You Can Make It
Production Company: Blink
Director: Nick Ball
Production Company Producer: Toby Courlander
Director of Photography: Chris Sabogal
Ad Agency: Lucky Generals
Creative Director: Danny Brooke-Taylor
Creatives: George Allen, Lizzie Moore
Agency Producer: Sophie Jones
Editing Company: Work Post
Editor: Mark Edinoff
Sound Company: Wave Studios
Sound Designer: Jack Sedgewick
Post Production Company: Electric Theatre Collective

Pot Noodle – You Can Make It

Pot Noodle’s advertising has always been brilliantly comfortable with the fact that they’re trashy but delicious and their advertising has celebrated this guilty pleasure status to varying degrees of success over the years. This time round they’ve got the tone exactly right, perfectly parodying the try-hard, aspirational voice of so many commercials we have to stomach these days. It’s a great laugh.

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