High Five: January

January 14, 2016 / High Five

By Alex Reeves

This month’s best ads are designed to make you crack a smile.

When advertising makes you feel good, you associate those feelings with the advertised brand. That’s what they hope to do, anyway. Clients know this, and they’re desperately trying to drag you out of your January blues. These five are some of the most effective, in our opinion.

Brand: Center Parcs
Title: Bears
Production Company: Mustard
Director: Ben Liam Jones
Production Company Producer: Nick Papworth
Ad Agency: Brothers and Sisters
Executive Creative Director: Andy Fowler
Creatives: Ollie Wolf, Malcolm Duffy, Indy Selvarajah
Agency Producer: Jennifer Kennedy
Editor: Elena De Palma
Sound Company: GCRS
Sound Designer: Tom Pugh
Post Production Company: Electric Theatre Collective

Center Parcs – Bears

This anthropomorphic triumph nails it on several fronts. The idea that, like bears, we feel more at home when immersed in nature fits perfectly with Center Parcs’ offering. The family are adorable and, thanks to the stellar CGI work of Electric Theatre Collective and the emotional awareness of director Ben Liam Jones, they’re a lovable bunch – quite an achievement considering they’d tear your throat out if you met them in real life. An undeniably warm and fuzzy film to get you booking an outdoorsy holiday.


Brand: Cillit Bang
Title: The Mechanic
Production Company: Partizan
Director: Michael Gracey
Production Company Producer: Khalid Tahhar
Director of Photography: Carl Nilsson
Ad Agency: BETC Paris
Creative Directors: Stephane Xiberras, Jaques Jolly
Creatives: Alexandre Saad, Marie Baillot, Guillaume Rebbot
Agency Producers: David Green, Emilie Cointot
Editing Company: Royalpost
Editor: Stuart Bowen
Sound Company: GUM

Cillit Bang – The Mechanic

Let’s be honest. We’re going to miss Barry Scott. His passion for this all-purpose cleaning product was an inspiration to us all for many years, the likes of which we may never again see on our televisions. But there’s something about this Flashdance homage that captures the satisfaction of having a really good cleaning session perfectly. It’s brilliantly choreographed, cleverly shot and fun to watch. It must have been quite a relief when they finally got all those moves in the can.


Brand: Nissan
Title: Hoybot
Production Company: Somesuch
Director: Bob Harlow
Production Company Producer: Dougal Meese
Director of Photography: Benoit Soler
Ad Agency: TBWA\
Creatives: Simon Morris, Dean Webb
Agency Producer: Fiona Campbell
Editing Company: Trim
Editor: Thomas Carter
Music Company: Finger Music
Composer: Daniel Lenz
Sound Company: Factory
Sound Designers: Phil Bolland, Anthony Moore
Post Production Company: The Mill

Nissan – Hoybot

Of all the car manufacturers, Nissan’s reputation is one of the most high tech, so creating themselves a mascot that’s more machine than man was a neat fit. The style of the film is smart. It looks like a teaser trailer for the sort of sci-fi superhero movie we’re inundated with these days. There’s even a digital graphic novel to go with it. It’s light-hearted, different and an original way of using Sir Chris as an ambassador.


Brand: THINK!
Title: Doghouse
Production Company: Smuggler
Director: Guy Shelmerdine
Production Company Producer: Jason Scanlon
Ad Agency: AMV BBDO
Creative Directors: Martin Loraine, Steve Jones
Creatives: Adrian Rossi, Alex Grieve
Agency Producer: Mat Towell
Editing Company: Stitch
Editor: Tim Hardy
Sound Company: 750mph
Sound Designer: Sam Ashwell
Post Production Company: The Mill

THINK! – Doghouse

The road safety category has been repetitive for a long time, often relying on plain shock tactics. That only makes this clever approach even more refreshing. Bravely admitting that not drinking and driving can cause trouble, it pushes the point home that capitulating can potentially be much worse. It’s well cast, relatable and with a brilliantly British sense of humour it’s a film that does its life-saving role justice. It's a funny road safety infomercial. That's impressive.


Brand: Thomas Cook
Title: Pool Kid
Production Company: The Sweet Shop
Director: Mark Albiston
Production Company Producer: Kate Taylor
Director of Photography: Justin Brown
Ad Agency: Albion London
Creative Director: Debs Gerrard
Creative: Hugo Isaacs
Agency Producer: Petrina Kilby
Editing Company: Tenthree
Editor: Billy Mead
Sound Company: 750mph
Sound Designer: Sam Ashwell
Post Production Company: The Mill

Thomas Cook – Pool Kid

This idea comes from the same feel-good school of advertising as the Cadbury Gorilla. It’s a risky approach; it’s simplicity can often backfire, but when it’s done right it’s a powerful strategy. And this time they’ve got it spot on. From the choice of track to the casting of the kid to the moves themselves, it all comes together to bring the right positive vibes. It’s really quite hard to explain, but we’re sure it will make people smile (and potentially even book holidays).

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