High Five: July

July 8, 2016 / High Five

By Alex Reeves

Proving that great advertising can come in all shapes and sizes.

It’s definitely the summer now and for advertising that means huge sporting events to capitalise on. This month’s best advertising made use of the big stars and extravagant productions that go with that, but that doesn’t diminish the power of the more unassuming commercials, relying on nothing more than a smart script and skilful filmmaking.

Brand: Lotto
Title: Please Not Them, James Blunt
Production Company: Biscuit Filmworks
Director: Jeff Low
Production Company Producer:  Kwok Yau
Ad Agency: AMV BBDO
Creative Directors: Alex Grieve, Adrian Rossi
Creatives: Charlotte Adorjan, Michael Jones, Tim Riley
Agency Producer: Miles Nathan
Editing Company: Work
Editor: Saam Hodivala
Sound Company: 750mph
Sound Designer: Sam Ashwell
Post Production Company: The Mill

Lotto – Please Not Them, James Blunt

This whole campaign has been a delight. AMV BBDO have done a great job finding celebrities who are widely disliked and then convincing them to take the piss out of themselves. James Blunt has a good track record in that regard, so it’s no surprise that he’s as amusing as ever in this. And with Jeff Low squeezing every ounce of comedy out of the script, it’s another Lotto win.

Brand: Nike
Title: The Switch
Production Company: Rattling Stick
Director: Ringan Ledwidge
Production Company Producer: Sally Humphries
Director of Photography: Matt Libatique
Ad Agency: Wieden + Kennedy Portland
Creative Directors: Chris Groom, Stuart Brown
Creatives: Dylan Lee, Pedro Izique
Agency Producers: Ross Plumber, Scott Kaplan
Editing Company: Work
Editor: Rich Orrick
Post Production Company: The Mill

Nike – The Switch

This is huge. A gigantic, expensive spectacle from some of the industry’s greatest talents, working with one of the most iconic sports stars in the world. It’s long, but completely justifies its runtime by telling a proper, engaging story. It’s probably the most story-driven ad Nike have ever done. And maybe it’s testament to Ringan Ledwidge’s performance directing skills, but Christiano seems to have developed some acting chops of late. And if 50 million views in under a month are anything to go by, it will do its job for the client.

Brand: The Prince’s Trust
Title: Parallel Lives
Production Company: Smuggler
Director: Miles Jay
Director of Photography: Ben Stockley
Ad Agency: CHI&Partners
Creative Directors: Danny Hunt, Gavin Torrance
Agency Producers: Jack Harris, Hannah Greene
Editing Company: Work
Editor: Ben Jordan
Music Company: Leland Music
Sound Company: Wave Studios
Sound Designer: Aaron Reynolds
Post Production Company: MPC

The Prince’s Trust – Parallel Lives

Technically, this is a difficult script to pull off. There’s a delicate balance to be struck. To demonstrate the point that the Prince’s Trust can drastically improve young people’s lives, the left side has to be sweet and encouraging while the right side is upsetting and dark. But the mirror image visual concept demands that the two versions aren’t too drastically different. Miles Jay has proved himself a remarkable directing talent in getting the perfect tone. It’s a poetic piece of advertising for a deserving cause.


Brand: Stella Artois
Title: Never Heard of It
Production Company: Biscuit Filmworks
Director: Andreas Nilsson
Production Company Producer: Kwok Yau
Director of Photography: Thomas Hardmeier
Ad Agency: Mother
Creative Directors: Jonathan Santana, Xander Smith
Creatives: Matt Leach, Jess Oudot
Editing Company: Cut+Run
Editor: Ben Campbell
Sound Company: 750mph
Sound Designer: Sam Robson
Post Production Company: Electric Theatre Collective

Stella Artois – Never Heard of It

It’s an encouraging message at the heart of this campaign: even the biggest institutions have humble, discouraging starts. It’s advertising persistence itself, really. And the quality of the filmmaking here makes that very clear. Considering he’s a Swede, director Andreas Nilsson does a great job at a very British kind of humour. The visual gags are on point and the costume and production design is sumptuous. It still seems a weird pairing, but if Stella Artois carry on advertising like this, maybe one day people will associate Wimbledon with a cold pint of Belgian lager as much as strawberries and cream.


Brand: Subway
Title: Favourites
Production Company: Biscuit Filmworks
Director: Michael Downing
Production Company Producer: Fran Thomson
Directors of Photography: Nanu Segal, Richard Mott
Ad Agency: McCann London
Creative Directors: Alexei Berwitz, Rob Webster, Jean-Laurent Py
Creatives: Matt Searle, Anthony-Daniel Montagne, Laurence Thomson
Agency Producer: Lois Newcombe
Editing Company: Work
Editor: Jono Griffith
Music Company: Sizzer Amsterdam
Sound Company: Jungle
Post Production Company: The Mill

Subway – Favourites

Yet another lesson in comedy filmmaking from Biscuit Filmworks as Michael Downing helms this ludicrous film in which a fully-grown man is paralysed by indecision in the face of sandwiches. It’s a well-observed insight. We’ve all been there. The tortured inner-monologue is reminiscent of Peep Show, which can only be a good thing. The casting is brilliant, too. Our hero’s nasal, middle-management accent perfectly compliments the heroic voiceover and his facial expressions are something quite remarkable.

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