High Five: November

November 11, 2015 / High Five

By Alex Reeves

Laugh or cry before you buy.

We are living in an age of emotional advertising. The industry figured out a while ago that the key to memorable brand messaging is making us laugh or cry. Our pick of the best ads from the past month have the potential to do either of these (although one is more likely to make you sweat). That’s why they’re so good.

Brand: Acura
Title: The Test
Production Company: The Corner Shop
Director: Peter Thwaites (UK Representation: Outsider)
Production Company Producer: Jay Shapiro
Director of Photography: Joost Van Gelder
Ad Agency: Mullen Lowe
Creative Director: Margaret Keene
Creatives: Paul Foulkes, Chris Ford
Agency Producer: Dustin Oliver
Editing Company: Work
Editor: Bill Smedley
Sound Company: 740 Sound
Sound Designers: Chris Pinkston, Rob Marshall
Post Production Company: Electric Theatre Collective

Acura – The Test

They may not make the most exhilarating cars on the road, so Acura have made a smart move selling themselves on safety in this campaign. It’s a simple, smart idea and the execution makes its emotional impact really poignant. Peter Thwaites’ subtle directorial touch paired with the gentle, futuristic music creates a powerful effect – one that stands out starkly from the usual noise of the commercial break.

 

Brand: Freeview
Title: Set Yourself Free
Production Companies: Rogue, Electric Theatre Collective
Directors: Sam Brown (Rogue), Sam Taylor & Bjorn-Erik Aschim (The Line)
Production Company Producers: Kate Hitchings (Rogue), Serena Noorani (Electric Theatre Collective)
Ad Agency: Leo Burnett London
Creative Directors: Matt Collier, Wayne Robinson
Creatives: Phillip Meyler, Barren Keff
Agency Producer: Becks O’Sullivan
Editing Company: Final Cut
Editor: Amanda James
Sound Company: 750mph
Sound Designers: Sam Ashwell, Sam Robson, Mark Hellaby
Post Production Company: Electric Theatre Collective

Freeview – Set Yourself Free

The choice of song in this ad is brilliant. While the rendition of Les Miserables classic I Dreamed A Dream may not be the most rousing we’ve heard, its message is a strong one, particularly paired with the Orwellian visuals. What are they trying to say with their song choice? That having to pay for TV channels is a miserable existence, comparable to the plight of peasants in pre-revolutionary France? Maybe that’s a bit much, but why the heck not? We’re being presented with a society of conscious, humanoid televisions and the protagonist is somehow actually quite cute. It’s a wildly excessive idea, but it’s a lot of fun for it.

 

Brand: Lotto
Title: Please Not Them (Vinnie Jones)
Production Company: Biscuit Filmworks
Director: Jeff Low
Production Company Producer: Dougal Meese
Director of Photography: Mattias Nyberg
Ad Agency: Abbott Mead Vickers BBDO
Creative Directors: Alex Grieve, Adrian Rossi
Creatives: Clark Edwards, Tim Riley, Jeremy Tribe
Agency Producer: Matt Towell
Editing Company: Work
Editor: Saam Hodivala
Sound Company: 750mph
Sound Designers: Sam Ashwell, Sam Robson
Post Production Company: The Mill

Lotto – Please Not Them (Vinnie Jones)

This whole series has been absolute gold and Vinnie Jones’ instalment is a particularly good one. Even when he’s evangelising about the virtues of anger, he’s somehow totally charming. The script is ridiculous and witty and it’s all drawn together by director Jeff Low’s comic chops, which must be world-renowned by now. 100 seconds usually seems an indulgent running time for a piece of advertising, but in this case it’s only just long enough.

 

Brand: Nike
Title: Last
Production Company: Park Pictures
Director: Lance Acord
Production Company Producer: Caroline Kousidonis
Ad Agency: Wieden+Kennedy Portland
Creative Directors: Alberto Ponte, Ryan O’Rourke
Creatives: Heather Ryder, Darcie Burrell, Patty Orlando
Agency Producer: Shelley Eisner
Editing Company: Rock Paper Scissors
Editor: Angus Wall
Music Company: Walker Music
Sound Company: Barking Owl
Sound Designer: Michael Anastasi
Post Production Company: A52

Nike – Last

It’s tempting to draw parallels between this ad and Nike’s 2012 Jogger spot, which was also directed by Lance Accord and also focused on one not particularly proficient runner, but this is more than a replication of that good idea. It’s an antidote to the tone other sports brands often land on, where young people with flawless bodies and tight-fitting sports gear effortlessly glide through some athletic pursuit, leaving us mere mortals feeling flabby and incompetent. With only two shots and a simple, classic endline, the story of this woman is clear and its effect is an inspiration for all.

 

Brand: Wrigley
Title: Sarah & Juan
Production Company: Rattling Stick
Director: Pete Riski
Production Company Producer: Tessa Mitchell
Ad Agency: Energy BBDO
Creative Director: Pedro Pérez
Creatives: Andrés Ordoñéz, Josejuan Toledo, Jesús Díaz, Pedro Pérez, Sofía González
Agency Producer: John Pratt
Editing Company: Cut+Run
Editor: Eve Ashwell
Music Company: ole Media Management L.P.
Sound Company: STIR Post
Sound Designer: Matt Holmes
Post Production Company: The Mill

Wrigley – Sarah & Juan

It’s easy to criticise schmaltzy commercials like this one and it definitely has more than a whiff of cheese to it (despite the cool minty flavour of the gum it advertises). But what’s wrong with that? Emotional storytelling is one of the most powerful tools advertisers have at their disposal and the amount of attention this ad has received from the public (over 12 million views on YouTube and counting) and the press (the Daily Mail, The Mirror and Buzzfeed, to name just a few) proves that it’s moving people around the world. Not all ads can rely on sardonic British comedy. Global brands like this have to speak to many audiences and, luckily for them, love is a language we all speak.

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