High Five: April

April 11, 2016 / High Five

By Alex Reeves

Deep thinking and pretty pictures in this month’s best advertising.

It’s amazing how philosophical advertising is, considering it’s basically just trying to flog stuff people don’t want to people who can’t afford it. The best advertising, as evidenced in our pick of the past month, can draw on the deepest insights on human existence in order to get you reaching for your wallet. Quite remarkable, really.

Brand: Finish
Title: Heartbreak
Production Companies: CANADA London, Riff Raff
Director: CANADA
Production Company Producer: Cathy Hood
Director of Photography: Oscar Faura
Ad Agency: Wieden + Kennedy London
Creative Directors: Sophie Bodoh, Carlos Alija, Laura Sampedro
Agency Producer: Michelle Brough
Editing Company: Trim
Editor: Dominic Leung
Music Company: Siren
Composer: Alex Baranowski
Sound Company: Factory
Sound Designer: Jon Clarke
Post Production Company: Time Based Arts

Finish – Heartbreak

According to Finish’s brutal reminder, there are only three certainties in life: death, taxes and dirty dishes. And the latter usually gets forgotten but is perhaps the most daunting. Snappy, hyper realistic and stylish, directors CANADA have brought their considerable talents to bear to make sure this ad drives the terror into our hearts that it should. Even at our lowest ebbs, the dishes will need doing. Thankfully, Finish Powerball tablets are here to save us, so we can get back to worrying about our broken hearts.

 

Brand: Guinness
Title: Alive Inside
Production Company: Nexus
Director: Kibwe Tavares
Production Company Producers: Jeremy Smith, Clare Van Zyl (Monkey Films)
Director of Photography: Jamie Ramsay
Ad Agency: AMV BBDO
Creative Director: Mike Schalit
Creatives: Sonny Adorjan, Milo Campbell
Agency Producer: Greg Kates
Editing Company: The Whitehouse
Editor: Adam Marshall
Sound Company: GCRS
Post Production Company: The Mill

Guinness – Alive Inside

Less than two years on from winning at the Young Director Award and Saatchi & Saatchi New Directors’ Showcase in Cannes, Kibwe Tavares is directing Guinness ads. That’s a pretty good career trajectory. Anyone who's seen his short film Jonah will know he’s more than capable of this kind of film. It fits well with the vibrant, electric atmosphere the brand has been focusing on for years. It’s almost exhausting just to watch. But this time it’s more explicitly about Africa than ever. Since Nigeria overtook Ireland as the biggest market for the famous stout about five years ago, that makes sense.

 

Brand: Lloyds Bank
Title: For Your Next Step
Production Company: Rogue
Director: Sam Brown
Production Company Producer: Jess Wylie
Director of Photography: Alex Barber
Ad Agency: adam&eveDDB
Creative Directors: James Gillham, Graham Cappi
Agency Producer: Victoria Bennett
Editing Company: The Quarry
Editor: Pall Watts
Music Company: Platinum Rye
Sound Company: Wave
Sound Designer: Aaron Reynolds
Post Production Company: The Mill

Lloyds Bank – For Your Next Step

Sam Brown delivers another ad that’s polished to within an inch of its life. The idea of banks being there through the good times and the bad is a narrative we’re all familiar with, but there are couple of things that make this commercial stand out. The technical excellence on show here is one of them. How did they do that slow motion at two different speeds? The other thing is the bold move to depict a gay couple getting engaged. It shouldn’t be a bold move, but sadly it’s rare to see LGBT couples depicted in advertising full stop, let alone for a conservative, mainstream client like Lloyds Bank.

 

Brand: Persil
Title: Free the Kids
Production Company: RSA
Director: Toby Dye
Production Company Producer: Ben Porter
Ad Agency: MullenLowe London
Creative Director: Alex Okada
Creatives: Bruno Ribeiro, Luiz Filipin, Juan Chrismann, Jack Patrick
Agency Producer: Mays Al-Ali
Editor: Julian Equiguren
Music Company: Big Sync Music
Composer: Rupert Pope
Sound Company: GCRS
Sound Designer: Ben Leeves
Post Production Company: MPC

Persil – Free the Kids

This is extremely confident advertising. A cinematic mini-doc about American prison inmates speaking about their values and dreams, with no mention of the brand until the last three seconds? That takes balls for a big client to approve. But Persil are part of Unilever, a group of brands that are focusing on proving they have a greater purpose than simply turning a profit. Persil’s aim here is smart – get children to spend more time outdoors, getting their clothes dirty. It’s elegant, even if you’re cynical about their goals.

 

Brand: Stella Artois
Title: Be Legacy
Production Company: Riff Raff
Director: François Rousselet
Production Company Producer: Jane Tredget
Director of Photography: Martin Ruhe
Ad Agency: Mother
Editing Company: Final Cut
Editor: Joe Guest
Sound Company: 750mph
Sound Designer: Sam Ashwell
Post Production Company: MPC

Stella Artois – Be Legacy

It’s amazing that Stella have never done an origin story ad before. What’s more amazing is that now they have got round to it with François Rousselet at the helm it looks like a bizarre cross between a Wes Anderson and a Baz Luhrmann film. It’s somewhat in the style of the brand’s recent output, but Sebastian Artois is decidedly less smarmy and a lot more hapless than the usual lager ad guy. That’s a good thing, making for a charming tone. Maybe this is the one to finally shake Stella’s “wife beater” nickname… Maybe!

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