High Five: May

May 10, 2017 / High Five

By Alex Reeves

Advertising on its best behaviour before the summer silly season.

The sun is finally peeking out. The industry’s already psyching itself up for Cannes. And they’re on their best behaviour churning out the best advertising to earn that week on the French Riviera. This month’s best advertising is slick, stylish and smart.

Brand: Carlsberg
Title: The Danish Way
Production Company: Stink
Director: Martin Krejci
Production Company Producer: Charlotte Woodhead
Ad Agency: Fold7
Chief Creative Officer: Ryan Newey
Executive Creative Director: Simon Learman
Creative: Lucy Aston
Agency Producers: Imogen Bell, Felicity Cruickshank
Editing Company: Marshall Street Editors
Editor: Tim Thornton-Allan
Sound Company: Factory
Sound Designer: Anthony Moore
Visual Effects Company: MPC

Carlsberg – The Danish Way

It’s been a slow, dawning realisation, but it might just be possible that beer brands have outgrown the football-and-pizza lad culture that the 90s thrust masculinity into. Very few lagers now take a Nuts magazine tone with their audiences. Carlsberg, being at a lower price point than most of their competitors, clung onto it for a while. Now we welcome them to the world of aspirational advertising. And what better face for it than suave Mads Mikkelsen cycling through a series of chic locations?

Brand: Lucozade
Title: Anthony Joshua
Production Company: Smuggler
Director: Christopher Hewitt
Production Company Producer: Adam Evans
Director of Photography: Matthias Rudh
Ad Agency: Grey London
Creative Director: Dominic Goldman
Agency Producer: Jacqueline Dobrin
Editing Company: Final Cut
Editor: Daniel Sherwen
Sound Company: Wave
Sound Designer: Jack Sedgwick
Visual Effects Company: MPC

Lucozade – Anthony Joshua

This is exactly the sort of script you want your agency to pitch to you if you’re a client with an interest in sports. It’s an emotional, rags-to-riches story of sport transforming a troubled life, with world-class star sporting talent at its centre. Christopher Hewitt tells it beautifully. As he proved with his documentary about Islington Boxing Club, he can portray the sport gorgeously, littering the action shots with heaps of emotion.

 

Brand: Spotify
Title: Dinner
Production Company: Biscuit Filmworks
Director: Matt Devine
Production Company Producer: Cynthia Angel
Ad Agency: Spotify
Creative Director: Alex Bodman
Creatives: Alexandra Sobieski, Rajeev Basu
Agency Producer: Belinda Lopez
Editing Company: Cosmo Street
Editor: Dave Otte
Visual Effects Company: Cosmo Street

Spotify - Dinner

A 30-second comedy performance script about family awkwardness – the absolute bread and butter of funny ads. But it’s done with such flair! Matt Devine has taken the simple idea, put the right cast to it and got brilliant performances out of them. He’s making Spotify’s presumably quite modest budget go far.

 

Brand: UNISON
Title: 15 Minute Makeover
Production Company: Bootleg Films
Director: A Very Successful Business
Production Company Producer: Greg Jordan
Director of Photography: Gareth Ward
Ad Agency: Don’t Panic London
Creative Director: Ali Griggs
Agency Producers: Josh Clarricoats, Sam Adams
Editor: Joel Winsor
Sound Company: Factory
Sound Designers: Neil Johnson, Mark Hills

UNISON – 15 Minute Makeover

The truth at the heart of this film is heart-wrenchingly sad. But Don’t Panic are exactly the sort of agency that can get that message across in an amusing way. They know exactly how to judge tone. Brought to life by directing duo A Very Successful Business, who get every daytime TV makeover show trope spot on, it’s a bittersweet romp and makes a powerful point.

 

Brand: Zoopla
Title: Crab World
Production Company: Riff Raff
Director: Augusto Sola
Production Company Producer: Jane Tredget
Director of Photography: Doug Allan
Ad Agency: 101
Executive Creative Directors: Mark Elwood, Augusto Sola
Creatives: Ryan Delehanty, Jack Willoughby, Serhan Asim, Greg Stekelman
Agency Producer: Sarah Marcon (Royle Productions)
Editing Company: Final Cut
Editor: Ed Cheesman
Sound Company: 750mph
Sound Designer: Sam Ashwell
Visual Effects Company: MPC

Zoopla – Crab World

This is one of the few ads with a genuinely interesting behind-the-scenes story. As 101 would admit, the whole hermit crab moving house metaphor is an obvious one. It’s amazing nobody’s landed on it before. But choosing to do it with real crabs rather than CGI was a smart choice. Thanks to proper nature cameraman Doug Allen, they look just like something from a David Attenborough documentary. An impressive piece of work.

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