High Five: March

March 15, 2016 / High Five

By Alex Reeves

A celebration of the month’s best-crafted ideas for brands.

Considering the short timeframes and pressures people making commercials work under, it's often quite staggering the level of craft they manage to pull off. This month’s best advertising reminded us of this. A combination of attention to detail, efficient storytelling and sheer flair combine to make films that convince uninterested TV audiences to care about brands.

Brand: Guinness
Title: John Hammond, Intolerant Champion
Production Company: Cherry
Director: Jake Nava
Production Company Producer: Benedict Cooper
Ad Agency:  AMV BBDO
Creative Directors: Steve Jones, Martin Loraine, Dave Buchanan
Creatives: Mark Nutley, Pat Hamill
Agency Producers: Olly Chapman, Trish Russell, Zoe Cunningham
Editing Company: The Quarry
Editor: Scot Crane
Sound Company: Factory
Sound Designers: Dan Beckwith, Jon Clarke
Post Production Company: The Mill

Guinness – John Hammond, Intolerant Champion

Digging up the inspiring story of John Hammond was a smart move for Guinness. The radio DJ and talent scout who “heard no colour line in the music” spent his life giving black artists the chance to have their music heard where others wouldn’t. It’s a welcome continuation of their ‘Made of More’ era, which has given AMV BBDO the opportunity to discover and tell some remarkable human stories. The film itself is vibrant and raw and, paired with Benny Goodman’s raucous track Sing Sing Sing, the nostalgic visuals could sell the spirit of jazz to the most indifferent of philistines.


Brand: Haribo
Title: Pitch
Production Company: Quiet Storm
Director: Mary-Sue Masson
Production Company Producer: Ella Littlewood
Ad Agency: Quiet Storm
Creative Director: Trevor Robinson
Editor: Dave Owen
Sound Company: Angell Sound
Sound Designer: Dave Robinson
Post Production Companies: Big Buoy, Rushes
Colourist:  Simona Cristea Harrison

Haribo - Pitch

This campaign idea has been running for a while now and it’s been charming so far, but there’s something about this latest instalment that’s particularly amusing. The rugby players are brilliantly macho and their performances sync perfectly to the children’s voices. Everything just clicked this time and the result is a joyful, no-frills 30-second commercial.


Brand: Mattessons
Title: The Snackarchist
Production Company: Riff Raff
Director: Megaforce
Production Company Producer: Cathy Hood
Director of Photography: Ben Todd
Ad Agency: Saatchi & Saatchi
Creative Directors: Andy Jex, Rob Potts
Creatives: Mark Slack, Gemma Phillips
Agency Producers: Lindsey Stopp, Sam Rendle-Short
Editing Company: Final Cut
Editor: Joe Guest
Sound Company: Wave
Sound Designer: Jack Sedgwick
Post Production Company: Finish

Mattessons – The Snackarchist

We have a feeling this one will divide people. The script could have been a disaster. Imagine if the ad was trying to make it actually seem cool to eat the meaty bites instead of a more traditional snack. We all know how terrible advertising can get when it tries to make something look cool. But in the hands of genuinely cool French collective Megaforce, the Snackarchist has been brought to life with just the right amount of geeky awkwardness, set off suitably by Lethal Bizzle’s You Ain’t That Dude.


Brand: Samsung
Title: Unpacking

Production Company: 1st Ave Machine
UK Directors' Representation: OB Management
Directors: Asif Mian, Bob Partington
Production Company Producer: David Stewart
Director of Photography: Manuel Ruiz

Ad Agency: 72andSunny Amsterdam
Creative Directors: Carlo Cavallone, Stuart Harkness, Matt Heck
Creatives: Domingo de la Villa, Andy Johns
Agency Producers: Peter Williams, Jennifer Cursio
Editing Company: Cut + Run
Editors: James Rose, Jack Singer
Sound Companies: Factory, Wave
Sound Designers: Phil Bolland, Alex Nicholls-Lee
Post Production Company: MPC

Samsung – Unpacking

Running through some of the most important moments in Samsung’s product history, there’s nothing too ambitious about this ad’s core idea, but the smooth journey it takes us on is testament to the skills of everyone involved in making it. The transitions between products are cleverly conceived, interspersed with well-styled vignettes, and the impressive animation and VFX throughout makes for a smooth ride.


Brand: Sky
Title: Sky Q
Production Company: Biscuit Filmworks (Digital Animation: Neon)
Director: Johnny Green
Production Company Producer: Kate Taylor
Director of Photography: Lasse Frank
Ad Agency: Brothers & Sisters
Creative Directors: Andy Fowler, Aaron Wilmer
Agency Producer: Lois Whittle
Editing Company: Work
Editor: Neil Smith
Sound Company: 750mph
Sound Designer: Sam Ashwell
Post Production Company: The Mill

Sky – Sky Q

To launch Sky’s new service for watching TV on multiple devices in multiple rooms, Brothers & Sisters have decided to go all in on the VFX and with the deft touch of Johnny Green at the helm they have created visual feast in the Sony Bravia school of epic aesthetic delights. It’s very pretty, but has a warmth to it too. It even demonstrates the product quite clearly, which is helpful.


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