Commercial

A Fist Full of Bourbon

As a bourbon drinker, this brand had me at the name. Scotch whisky maker William Grant is jumping into the bourbon market with new brand “Fistful of Bourbon”. To kick off the launch they teamed up with Quaker City Mercantile and Saturday Night Live director Paul Briganti, and Tool of North America to produce a tongue in cheek play on a classic spaghetti western and the results are so good.

The spot imagines two cowboys waxing poetic about the use of sunscreen, reading Gwyneth Paltrow’s blog Goop, silk pajamas and more. The writing is fun, and the two main actors set the mood. The only thing they need is a Ennio Moriccone soundtrack and some overdubbed voices on the supporting cast.

Taking full advantage of YouTube, Briganti pushes this to 2 minutes in length allowing for more absurdity. It almost seems to go a on a bit long with some sight gags in the bar scene being overplayed, but for the most part it works. At least it did for me, doing exactly what advertising is supposed to do. Hook you, hold you, keep you engaged, remember the product, and the brand.

“Dominoes”, No I Don’t Mean Pizza.

Power house video effects and production company Imaginary Forces have created a new spot to introduce the new Toyota fuel cell vehicle. The spot is deceptively simple, which is why I have posted the behind the scenes video first. This shows a great example of blending live action with CG effects using some very sophisticated motion control cameras. One of the things I like about the making of / behind the scenes video is the fact that they talk about the concept as much as the production. They could have just shown how the commercial was shot, but the tech is only one leg of the chair. How Imaginary Forces ties the creative, and storytelling component in is equally compelling. It’s a simple idea on the surface with many complex layers underneath.

Grey and 1st Ave. Machine’s “Piano” for Gillette.

In terms of clever advertising, Grey and1st Ave Machine got it right on with this spot for Gillette. This is a really nice way to do a product demo, and totally memorable. The crew rigged up 88 of Gillette’s new Flex Ball razors to piano keys, tied them to a matrix which ran to an alternate keyboard played by composer Son Lux. Lux plays a an elegant composition as the camera moves throgh various angles, details and close ups of the product. This is some really nice work that goes way outside the box for advertising a razor and blades.

Apple’s New Perspective.

Below is the new two and a half minute online spot for Apple. If you are not one of the 750,000 people that have already seen it, you are in for a treat. The video features tons of forced perspective, optical illusions, a little animated type, and one hell of a script. As always, Apple advertising is a total winner.