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Bacardi in stop motion; Nokia "it" list-less; The Gatorade alphabet
Campaigns: PES goes well with Bacardi; Nokia dials up all the plastic people it knows; Tony Kaye does the A, B, C's for Gatorade
| by: BOARDS EDITORIAL |
May 10, 2005 |
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SWEET ON FRUIT-FLAVORED PES> Since taking the Top New Director prize at our 2005 First Boards Awards, Czar.com's PES has been hard at work on this quartet for Bacardi. Based around a series of flavored rums, each of these pieces revolves around a different fruit, each of which PES has rather ingeniously teamed with a different type of transportation. Reminiscent of his clever peanut-themed short films and, to a lesser extent, his hugely imaginative work for Diesel Dreams, these show off a director with a totally original command of the properties of matter and motion and the fanciful imagination to match. Our favorites are "Limon" and "CoCo", but you should probably just watch them all. View the spots:
CoCo
Apple
Limon
Razz
www.eatpes.com
www.czar.com
www.dngla.com
NOKIA... SO HOT RIGHT NOW> Seriously, has David La Chappelle learned nothing from Zoolander? His latest for Nokia's new space-aged line of cell phones is packed with enough angular hair, alienating set design and pouty-faced models that you'd be forgiven for thinking his express intent was to prove that nothing, not even Hollywood, can satirize the fashion world quite like itself. Unintentionally (or maybe intentionally? we can't even tell anymore) hilarious, the only thing that's missing is a vapid catchline. If they ever do a recut, we recommend "Telephones - the essence of calling people." [Agency: Bates Asia] [Prodco: H.S.I.] View the spot: Collection
www.batesasia.com
www.hsiproductions.com
NOW I KNOW MY A, B, KAYE'S > "A" is for assistant captain, which we can see on a hockey jersey slammed into the rinkside glass in front of us. A cheek gets stitched up into a "C", while lonely football goalposts form an "H". These are a few of the clever ways Gatorade spell its sports-driven "Alphabet." With creative from Toronto's Downtown Partners and directed by Tony Kaye, who we don't see enough of these days, the :60 get from A to X (as in X-Factor Gatorade) with enough stylistic juking and verving to almost make us feel the thirst and thrill of the game. View the spot: Alphabet
www.downtownpartners.com
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