While often compared to another Swedish directing collective, commercials are but one aspect of the consortium known as Acne International. That's not to say that Acne Film, the collective responsible for directing spots has not been busy. Spots for Puffet, Telia, Kismet, Microsoft, Selftrade.co.uk, Signum, Skandia, Harvey Nichols and Tele2 are some recent additions to the Acne show reel -- character-driven off-kilter comedy with situations and people so far from reality that they must be watched to be appreciated.

Not to say that the element of reality is completely absent. One Telia Mobile spot depicts the supposed bureaucratic process of pixels assembling themselves to form the word Lunch? on a mobile phone screen. A spot for Skandia shows a youth railroaded by a barber into a page boy haircut, highlighting the freedom of choice afforded by the client. In a spot for Tele2, the waning fortunes of a Taiwanese mouse pad factory are depicted to improve following the telecom's increases to its online services.

But of course Acne International is more than spots. Founded in 1996 by four friends (Tomas Skoging, Jesper Kouthoofd, Mats Johansson and Jonny Johannson), Acne has taken to designing its own brands at the same time as it polishes others. There is the rock 'n' roll--themed Acne Action Jeans line, dealing denim products with names like Lemmy, Ozzy and Mick. Then there is Elektron, a Gothenburg-based company manufacturing electronic instruments; their first synthesizer was built around the sound chip from the Commodore 64. Elektron music was used for some of the Shockwave-based games developed by Acne for its site www.netbabyworld.com, and the relationship burgeoned from there. Netbaby games have found usage beyond entertainment; games were developed to accompany the Buddy Lee Challenge out of Fallon,

Minneapolis last year. Also under the Acne umbrella are Acne Research and Development and Acne Postmodern Advertising. Individuals within the 50+ organization are hesitant to identify themselves, instead pointing towards the Acne brand.

"It's not so much about socialism, it's more of a dedication towards building the brand, not individuals within the brand, even though individuals are of vital importance," says Martin Sjöström of Acne International.

"We work as a group and would like to see ourselves as a collective, but we have five directors that work in different combinations, together or apart," says David Olsson, a producer with Acne Film. Hmm...sounds familiar, but maybe it's a Swedish thing. Acne Film represent themselves in Scandinavia, are repped by Arden Sutherland Dodd in the UK and are currently seeking representation in North America.

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