A publication of Brunico Communications Ltd.

Archive: Dec 1, 2001


Word
Un-foolish consistency
Board Flow
Overall board flow: 4/10
Spotopsy
Feature
Production Company
On the Spot
A/V Club
Human metronome
Regional Focus: New York
To say that Michel Suissa ...
Spooner & French get ...
Though known as a post ...
Continuing growth
Since launching in 1997, ...
Venerable New York ...
Some of the most creative ...
BBDO's NYC miracle
Working with several of ...
Creativity and ...
Special Feature: Best of Year
The Boards Best of Year ...
The great idea perfectly ...
Those familiar with Kuntz ...
Editor Randy Kramer is a ...
As 2001 ends, it is clear ...
Constant pursuit of ...
Film lore asserts that ...
Moving from being a ...
"My philosophy, as far as ...
Bulletin Board
Inventory
A look at who's making ...
Learning Curve

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Special Feature: Best of Year
One more time: Traktor on top
As 2001 ends, it is clear the ongoing Scandinavian scandal/collective known as Traktor has again secured it's place atop the critical list.
by: Dec 1, 2001 Print

As award shows and calendar dates do not often conform, many Boards readers may recognize the Fox Sports campaign, or Reebok "Belly" from a similar article written in December 2000 on the Swedish septet. In 2001, on top of a horde of commercials, Traktor directed outlandish music videos for dance acts Fatboy Slim and Basement Jaxx. Here's a Q&A Boards conducted with the elusive group.

BOARDS: How has 2001 treated the traktor force?

TRAKTOR: With a rubber glove covered in some sort of Tiger Balm-like ointment. Oooh, the tingling sensation! We love 2001. It sorts of sounds like a movie. We are busy. We have fun. We are buying some new chairs to have over by the fridge-bit.

BOARDS: What is your best commerical-related memory of this year?

TRAKTOR: Taking over Pico Bowl with a band playing '80s music on lane one, Mats DJ'ing on lane three, go-go dancers between each lane and a lukewarm Wild Turkey in hand.

BOARDS: Now that music videos are part of your repertoire, will we see lots more?

TRAKTOR: We have decided not to do the tracks we have been sent so far for various reasons. We want to do the Chemical Brothers but somebody has taken the best tracks. Also we have been told they don't do "comedy." Well, neither do we. We tell stories. Laughter is a worthier reaction than "Oh, that is so clever." Or else it wouldn't be called laughter. It would be called a "cough-like cramping condition that normally lasts for a few seconds." Suffice to say we will do videos from time to time. Often wearing a sweatshirt on top of a T-shirt if it gets a bit chilly.

BOARDS: What jobs have you been working on during your summer vacation?

TRAKTOR: During? Mowing the lawn and thawing the permafrost. Since? Dodge, Cup a Soup, Malibu, Pibb Xtra, Boddingtons, Sony Playstation, VW, Domestos, Basement Jaxx, Gore Tex. And more. We are working on our own TV and movie-related projects in our ample spare time. Oh, and Egg for Howell Henry. I am sure there are more but I can't remember them all. These Malibu spot will be the best yet.

BOARDS: How do you think terrorism and the recession have affected your work?

TRAKTOR: Cup a Soup for Mother changed from a plane crashing to the interval at the opera. Our Fox Sports "Turkey" spot with the high-diver has been circulating the Internet re-named "Taliban Olympics." What is a recession?

Traktor is represented by Partizan in the US, UK and France. Their world headquarters is in Santa Monica, CA.


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