High Five: March

March 10, 2017 / High Five

By Alex Reeves

Good advertising doing good.

Sometimes people who make advertising get the chance to use their talents for more than just selling more soap powder. Our pick of this month’s best advertising is a pretty clear demonstration of the social change advertising can exert. It’s all strong communication. Hopefully people listen.

Brand: Be Gamble Aware
Title: Online
Production Company: Park Pictures
Director: Tom Tagholm
Production Company Producers: Nick Goldsmith, Sophie Hubble
Director of Photography: Mauro Chiarello
Ad Agency: 18 Feet & Rising
Creative Director: Will Thacker
Creative: Louis Jopling
Agency Producer: Russell Taylor
Editing Company: Stitch
Editor: Leo King
Sound Company: Factory
Sound Designer: Anthony Moore
VFX Company: MPC

Be Gamble Aware - Online

It feels like awareness of gambling addiction is a few steps behind other similar conditions, but with communication like this that gap could very well soon be closing. The writing is phenomenally effective at demonstrating the rationalisation of an addict’s brain. It seems well researched, at least to somebody with no direct experience of addiction, as if the creatives spoke extensively to addicts and councillors to understand the nuances of the condition. And that performance. It would be hard to ignore this even while you’re trying to make a cup of tea in the other room.


Brand: Honda
Title: Up
Production Company: Colonel Blimp
Director: Pedro Martin-Calero
Production Company Producer: Dougal Meese
Director of Photography: Éric Gautier
Ad Agency: Wieden + Kennedy London
Creative Director: Scott Dungate 
Creatives: Joris Philippart, Jason Scott
Agency Producers: Michelle Brough, Samara Zagnoiev
Editing Company: Speade
Editor: Sacha Szwarc
Sound Company: Factory
Sound Designers: Anthony Moore, Jack Hallett, Neil Johnson
Music Company: Siren
VFX Company: MPC
Creative Director, MPC: Bill McNamara
Grade: MPC
Colourist: George K

Honda – Up

We’re suckers for minimalist advertising here at Bugle Towers. And this ad definitely falls into that category. With almost no music and a relaxed voiceover of only 17 words, the epic visuals are given room to shine. Of course, much of the stunning scenery comes courtesy of the CG sorcerers at MPC rather than Mother Nature herself, but it’s still an arresting picture, masterfully envisioned by director Pedro Martin-Calero at Colonel Blimp.


Brand: Nike
Title: Equality
Production Company: Prettybird
Director: Melina Matsoukas
Production Company Producer: Jonathan Wang
Director of Photography: Malik Sayeed
Ad Agency: Wieden + Kennedy Portland
Creative Directors: Chris Groom, Antony Goldstein
Creatives: Kervins Chauvet, Nate Nowinowski
Agency Producer: Julie Gursha
Editing Company: Joint Editorial
Editor: Peter Wiedensmith
Music Company: Walker
Sound Company: Barking Owl
Sound Designer: Morgan Johnson
VFX Company: The Mission

Nike – Equality

We like to think Nike went to Melina Matsoukas and asked her, “could you do us a Formation?” In many ways that’s what they’ve got here. Granted, no sportswear ad could ever measure up to one of the definitive cultural events of a generation, but the imagery she’s presenting here in monochrome is bold and poignant. It makes a fair point - the struggle for equality in sports is far more advanced than in other spheres of American society. Nike are justified in demanding that’s extended. After all, people don’t just wear their clothes on basketball courts or football fields. In Trump’s angry White America they stand to lose custom with this strategy. They should be respected for positioning themselves on the right side of history, even if it is only posturing.


Brand: Sport England
Title: This Girl Can – Phenomenal Women
Production Company: Somesuch
Director: Kim Gehrig
Production Company Producer: Lee Groombridge
Director of Photography: Robbie Ryan
Ad Agency: FCB Inferno
Creatives: Martin McAllister, Ben Edwards, Alex Gill, Sarah Lefkowith
Agency Producer: Hanna Davis
Editing Company: Trim Editing
Editor: Tom Lindsay
Music Company: Soundtree
Sound Company: Soundtree
VFX Company: Framestore

Sport England – Phenomenal Women

Sport England were never going to fully match the punching-the-air perfection of their original This Girl Can film, but this is an admirable follow-up. With Kim Gehrig once again helming, the tone is similar to 2015’s breakthrough debut, with a broad range of real women kicking ass and sweating. This time they’ve managed to get late legendary poet Maya Angelou’s voice to narrate the spot. Quite the coup, considering she’s every intersectional feminist’s go-to inspirational quote source.


Brand: Time to Change
Title: Be in Your Mate’s Corner
Production Company: Agile Films
Director: Ben Whitehouse
Production Company Producer: Nick Fewtrell
Director of Photography: Daniel Bronks
Ad Agency: Ogilvy & Mather London
Creative Director: Mick Mahoney
Creatives: Liam Butler, Mark Harrison
Agency Producer: Louise Mumford
Editing Company: Work
Editor: Anne Perri
Sound Company: Factory
Sound Designer: Jack Hallett
VFX Company: Absolute Post

Time to Change – Be In Your Mate’s Corner

Redefining masculinity is vital to combating mental health and this film is a step in the right direction. It makes an important statistic clear and memorable and challenges the taboo men face when owning up to feeling anything less than fine. Hopefully it will change enough people’s opinions to save lives.

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