High Five: February

February 13, 2017 / High Five

By Alex Reeves

Big budgets and small budgets, put to work in the best way.

It’s been a good month for advertising. The Super Bowl is a huge deal, of course, and even though we’re based in the UK, the big budgets often end up having their impact on this side of the pond, too. Not all of the good ads this month were big blockbusters, though. Some of them were just great ideas using modest resources cleverly.

Brand: Audi
Title: Daughter
Production Company: Somesuch + Anonymous Content
Director: Aoife McArdle
Production Company Producer: Grace Bodie
Ad Agency: Venables Bell & Partners
Creative Director: Justin Moore
Associate Creative Director: Allison Hayes
Creatives: Mike Mcguire, Kathy Hepinstall
Agency Producer: Matt Flaker
Editing Company: Work
Editor: Stewart Reeves
Music Company: Human
Sound Company: Lime Studios
Sound Designer: Matt Miller
Post Production Company: Electric Theatre Collective

Audi – Daughter

There were a number of Super Bowl commercials this year that directly challenged the worrying values of Trump’s America. You know something’s wrong when big business is espousing more progressive views than the “leader of the free world.” Audi’s contribution was particularly remarkable, bluntly condemning the gender wage gap that persists to this day. The film’s up to Aoife McArdle’s usual standards – dynamic, beautiful and empowering. And if you look at the comment section, it really wound up the misogynists, which is always satisfying.

 

Brand: Great Ormond Street Hospital
Title: Welcome to Ordinary World
Production Company: Rattling Stick
Director: Andy McLeod
Production Company Producer: Stuart Bentham
Ad Agency: AMV BBDO
Creative Director: Tim Riley
Creatives: Charlotte Adorjan, Michael Jones
Agency Producer: Verity Elvin
Editing Company: Assembly Rooms
Editor: Eve Ashwell
Music Company: SIREN
Sound Company: Wave Studios
Sound Designer: Parv Thind
Post Production Company: Electric Theatre Collective

Great Ormond Street Hospital – Welcome to Ordinary World

This is a very smart and unique idea. It manages to convey exactly how miserable it can be for a child to be stuck in hospital and just how appealing normality is to a sick kid. It’s not the most fun-filled of messages, but AndyMcLeod has managed to put it across in a remarkably upbeat. It’s undeniably British. It’s not a glossy, high-budget production, but a great example of how a powerful idea and talented craftspeople is all you need.

 

Brand: Ikea
Title: Win at Sleeping
Production Company: Stink
Directors: Jones & Tino
Production Company Producer: Simon Eakhurst
Director of Photography: Tom Townend
Ad Agency: Mother London
Editing Company: Stitch
Editor: Leo King
Sound Company: 750mph
Sound Designer: Sam Ashwell
Post Production Company: MPC

Ikea – Win at Sleeping

The combination of Ikea and Mother rarely fails to deliver. The tone of their advertising just always seems spot on. This is no exception. Great casting, funny performances, poetic writing and general slickness combine to make an ad for beds feel epic. Furniture shouldn’t be this exciting, but when you’re firing on all cylinders you can make the most mundane products feel exhilarating.

 

Brand: Nike
Title: Do You Believe In More?
Production Company: Academy / A+
Director: FKA twigs
Production Company Producer: Dominic Thomas
Director of Photography: Rina Yang
Editing Company: RPS LA
Editor: Jamie Foord
Sound Company: Factory
Sound Designers: Anthony Moore, Neil Johnson
Post Production Company: Electric Theatre Collective

Nike - Do You Believe In More?

“I need you to trust in me,” repeats FKA twigs in the song accompanying this film, and it’s clearly advice that Nike have taken. Nothing about this multi-sensory experience suggests the client interfered with the artist’s vision. She and the cast are wearing Nike, but otherwise it is a totally twigs’ film. And it’s attention grabbing. As a singer, songwriter, artist, designer, creative director and filmmaker, the title “polymath” doesn’t seem unjustified. She’s totally weird and incredibly cool. The sportswear giants were wise to put their marketing budget in her hands.

 

Brand: Sainsbury’s
Title: Food Dancing
Production Company: Knucklehead
Director: Siri Bunford
Production Company Producer: Matthew Brown
Director of Photography: Jim Joliffe
Ad Agency: Wieden + Kennedy London
Creative Directors: Scott Dungate, Sophie Bodoh
Creatives: Philippa Beaumont, Andrew Bevan, Freddy Taylor
Agency Producer: Michelle Brough
Editing Company: Final Cut
Editor: Adam Rudd
Music Company: Wake the Town
Sound Company: 750mph
Sound Designer: Sam Ashwell
Post Production Company: Time Based Arts

Sainsbury’s – Food Dancing

We’ve been curious to see what Wieden + Kennedy would do with the Sainsbury’s account ever since they won it, ending AMV BBDO’s nearly 40-year-long relationship back in the summer. This approach is everything we’d hoped for. It’s mainstream and family-friendly enough for the supermarket’s broad audience, but feels relevant to the Britain of 2017. A music video for a rap about dancing while cooking does sound crap on paper, but in practice it’s loads of fun. The song is great and Siri Bunford’s casting is spot on. Orange supermarket takes the lead early in 2017. How will its rivals react?

 

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