ABSOLUT VODKA> Ah, the mullet. Absolut Films tells of the birth of this maligned sartorial trend in "Mulit", a tongue-in-cheek branded content piece with '70s Bollywood flair. Both a :60 trailer and feature, "Mulit" is a musical love story about a man, a woman and an unfinished haircut that transcends class structures, fashion trends and predilections for bad hair. Without such roots, phrases like the 'short-long', 'hockey hair' and 'work in front, party in back' would be meaningless and '80s rock would still be searching for a signature style.

CREDITS:
Client: Absolut Vodka
Title: "Mulit"
Agency: TBWA\Chiat\Day, NY
Creative Director: Joseph Mazzaferro
Production Company: Smuggler Films
Director: Ivan Zacharias
Producer: Nick Landon
DP: Jan Velicky
Post-Production: The Mill, NY
Producer: Alistair Thompson
Flame Artist: Angus Kneale
CG Artist: Aron Hjartarson

WRIGLEY'S> Hair of the dog takes on a whole new meaning in this hungover canine regurge fest. Why do we like this spot so? It's partly because it's been banned in the UK, partly because the effects are so great, and partly because we know what that morning-after mouth feels like. It's a rather graphic approach to illustrating how strong this gum must be, but honestly folks, regardless of how powerful, would you kiss that mouth? You can read about the warped minds responsible for directing this spot on pg. 28.

CREDITS:
Client: Wrigley's X.Cite
Title: "Dog Breath"
Agency: Abbott Mead Vickers.BBDO, London
Copywriter: Mike Nicholson
Art Director: Daryl Corps
Agency Producer: Annalivia Bell
Production Company: Arden Sutherland-Dodd, London
Director: Happy
Producer: Nick Sutherland-Dodd
DP: Ray Coates
Post-Production: Framestore CFC, London

MOUNTAIN DEW> What appears to be a quiet nature film of a solitary kayaker becomes an effects spectacle and a lemon-lime nod to Herman Melville in this spot for Mountain Dew. An enormous whale emerges from the deep and engulfs a paddler enjoying the refreshing taste of the green soda in an impressive jump-swallow-dive maneuver. The magnificence of the move is nearly enough to forgive the strange fact that the pack of ingested sea-goers living in the belly of the beast seems content. And must mention the flying oar - nice touch.

CREDITS:
Client: Mountain Dew
Title: "Whale"
Agency: BBDO
Creative Director: Bill Bruce
Agency Producer: Helene Balzarini
Production Company: Bob Industries, LA
Director: Jason Smith
Executive Producers: Chuck Ryant, John O'Grady, T.K. Knowles
Producer: Melinda Nugent
Editorial: Nomad, Santa Monica
Telecine: Company 3, Santa Monica
Sound Design: Francois Blaignan

SILK SOYMILK> It's a war of the calories in a suburban fridge where a heavy alliance of cheese, bacon and a sprinkly donut conspire to oust healthy newcomer, Silk Soymilk. The fatties successfully abduct the soy bevvie, thieve a car and take their captive to the desert to meet an unceremonious end. Paul Middleditch does a wonderful job of getting a top-shelf performance from his fat-filled cast. But as in any respectable morality play, good prevails over evil.

CREDITS:
Client: Silk Soymilk
Title: "Conspiracy of Food", "Foiled"
Agency: Arnold Worldwide, Boston
Creative Directors: Kara Goodrich, Wade Devers
Art Director: Wade Devers
Copywriter: Kara Goodrich
Agency Producer: Spring Clinton-Smith, Ien Hardie
Production Company: HSI Productions, LA
Director: Paul Middleditch
Editorial: Mad River Post, NY
Music: Elias Arts, Santa Monica

FOX SPORTS> There's are reasons stereotypes of geek vs. jock emerged in popular culture, and director Hank Perlman masterfully brings them to the fore. Overzealous wannabes attempt to assimilate into extreme sports such as BMX, skateboarding, surfing or motocross, horribly missing the mark. Fox Sports steps in to help those committing core culture peccadilloes. But really now, no matter what you watch, good luck being forgiven for showing up with streamers and a girlie basket, asking the BMX crew, "So, can you guys do wheelies?"

CREDITS:
Client: Fox Sports 54321
Title: "BMX", "Motocross", "Skateboard", "Surf"
Agency: Cliff Freeman & Partners, NY
Creative Director/Art Director: Eric Silver
Copywriter: Grant Smith
Art Director: Rick Ardito
Production Company: hungry man, NY
Director: Hank Perlman
DP: Scott Henriksen
Executive Producer: Dan Duffy
Editorial/Sound Design: The Now Corporation
Post-Production: Jay Tillen, The Anx, NY
Sound Mixer: Steve Rosen, HSR