UK paint company Dulux has released a new TV spot where the world is a colorless environment that reminds me of some Orwellian future world. According to a study that Dulux commissioned, the United Kingdom is “sleepwalking into a colorless future, with color gradually draining out of all elements of life.” I don’t really see that, but it makes for a great ad.
BBH London and director Daniel Wolfe teamed up with London based Glassworks to produce the spot which in the behind the scenes videos you’ll see was a massive undertaking. The spot is really well produced and feels like the trailer to a Hollywood blockbuster. The behind the scenes stuff though is really fascinating, and sheds light on the production that went into making this all come together.
Most car commercials leave me pretty cold. There is nothing wrong with the way they are shot, edited or produced, per say it’s just that they are for the most part formulaic and boring. There are exceptions to the rule, but for the most part it is the typical “Professional Driver, Closed Course” thing with sexy shots of the car going really fast and trying to make you feel that you would be a bad ass if you bought said auto. Maybe this is why I am digging this new spot for the Audi A1 directed by Sam Brown for BBH London and Rogue Films.
First off the commercial is shot so well, and looks absolutely stunning. Then there is the fact that Brown has taken a bunch of shots that have nothing to do with the car, but leave a lasting visual impression which kind of sells the ad. The whole thing is then punctuated at the end with a brief tag line for the car. Brown uses a reduced color pallet of simple black and white tones with a splash of red at the very end which highlights the A1’s two tone color scheme.