Boards' view on the commercial world this week
A double whammy from Bud Light, plus work from Robinsons juice and Truth
- FAN-TACTIC> DDB swings into high gear for Bud Light as the prolific beer giant and ESPN jointly salute the 25 greatest fans of all time in a funny three-spot mockumentary campaign. One overzealous sports aficionado gets credit for inventing the swirly towel and that giant foam finger. Another lines up for tickets four months early, undeterred by snow, bricks, mortar, divorce, unemployment, and finger loss. Our third hero is lauded as being "much more than a heckler". According to "sources", he's "a poet" and, what's more, "a psychological warrior". Directed by Tom Routson of Tool. Spot-on casting of sports managers and crazed fans alike.
- JUICED UP> A simple spot for Robinsons juice shows orange squash forming various fluid patterns in a jug of water to the tune of T-Rex's "I Love to Boogie". Slightly psychedelic fare from our pals at BBH, London, and the effect from Aardman Animations is completely convincing.
http://www.bartleboglehegarty.com - THE BALD TRUTH> The American Legacy Foundation's bleak Truth campaign gets bleaker. This episode, "Hair" - the latest in an effectively jarring series from CP+B/Arnold - shows six young girls shaving their heads to mirror the effects of chemo on lung cancer victims. (All the hair was donated to a charity that makes hairpieces for children suffering from long-term hair loss.) Directed by Chelsea Pictures' David Gordon Green, "Hair" is the sixth installment of the eight-part Connect Truth campaign. Pretty soon we'll be watching corpses in mortuaries.
View the spot at http://www.boardsmag.com/screeningroom/commercials/983/ - WHO NEEDS BUDS LIKE THIS?> You can't help but smile at Bud Light's "Picture Helper" (DDB, Chicago) directed by Tool of North America's Sean Ehringer, in which a goofy guy fancying himself super-smooth gets helps two cute chicks fix up their new apartment. You know it's asking for trouble when one of the girls asks, "Are you sure you know what you're doing?" Sure enough, he gingerly taps a nail into the wall and - whoosh! - a torrent of water gushes out at the speed of light, ejecting him forcibly across the room. Nice effect by FX house Crush.
View the spot at http://www.boardsmag.com/screeningroom/commercials/974/
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May 2010
Our May 2010 issue features a roundtable of directors, agency execs and production company EPs discussing the dire lack of women behind the camera on commercial shoots, our annual list of the year's top spot helmers, the story behind Philips' "Parallel Lines" shorts and more.