TV Commercial

I’m Loving Spike Jonze’s new commercial for Kenzo.

One thing we can all look forward to this fall and winter are the absolutely moronic perfume ads that get produced for each holiday selling season. There will be plenty of reuse from the ones that have been around for a couple of years, because they are always big budget affairs, and the manufacturer tries to get the most mileage out them as they can. One however, will be a breath of fresh air, even if they won’t be able to show it in its full 3-minute entirety on TV. That ad is the new Spike Jonze directed spot for Japanese perfume makerKenzo.

The online spot which has gathered more than 2 million views in the last 3 days, features hypnotic choreography as a young socialite Margaret Qualley, escapes the stale atmosphere of a formal gala to go nuts in the hallways of the empty building. The choreography was created by Ryan Heffington becomes a full blown rapturous explosion that you simply can’t look away from as Qually dances  to the tune of “Mutant Brain” by Sam Spiegel, Jonze’s brother, and Ape Drums.

I love it, from the laser beams to the statue licking, to the contrast of the green dress against the desaturated color pallet, to the sheer insanity of it all. It’s as though Jonze looked at commercials like the one Dior produced and said, no more. And thank god he did.

 

 

Loss of Control.

I used to own a motorcycle and ride on a regular basis. It’s been years though since I have. As a former owner and rider I am keenly aware of motorcycles when I am out driving in my car, and do my best to keep a safe distance and take added road safety measures. Unfortunately not everyone does though. The PSA below doesn’t involve a motorcycle and a car, but it does show the dangers that motorcyclist encounter, and does an epic job of driving home the potential outcome of an accident. Produced by QUAD productions for La Chose, director Bruno Aveillan, QUAD, and post production house FIX Studio have created a powerful spot. The voice over anchors the message and drives it home as the 60 second spot draws to a close. And as heavy as the message is, this has a fabulous visual look to it. The post production work is so solid, and all of it helps pull this together. 

Every 2016 Super Bowl 50 Commercial Right Here

SB50Well this Sunday marks the 50th anniversary of the Super Bowl, and frankly my give a rip factor is at about zero. It’s not that I’m anti football, it’s just that I really don’t care to watch the Bronco’s play in another one. This is what, number 9 since 1977. I would say I’m going to record it to watch the commercials but the reality is why? All the commercials are now leaked online before the game, so if you really want to see them you can. No need to tune in and sit through the Super Bowl in order to catch some “million dollar thirties”.

Which brings me to this question. Have Super Bowl commercials jumped the shark?

I would have to say yes, because there is no point in forking over that kind of money, for a spot that will air once, probably be missed, not heard, or forgotten, and will only be re-aired as a cut down fifteen second spot for even more cash. The Super Bowl has marquee factor, but if your thirty or sixty second spot is supposed to make an impact, sell a good or service, and be memorable I’m thinking it has less of a chance these days. Every Super Bowl party I have been to, people are yacking it up and having a good time. When the commercial break happens, it’s hard as hell to hear it, sometimes see it,  let alone remember what it was for.

So, if you are  like me and just don’t give a damn about the game this year, but do want to see what a few million buys you in TV advertising, all the commercials are right here. Oh, and a number of these are the full 60 second extended version of the ad.

I think I’m going to go see a movie Sunday night. I’m pretty sure I’ll have the theater all to myself.

Thinking Things Through. Planning Things Out. Motel 6 “Room to Room”.

Most of the time when you see a well produced TV spot, you don’t think about what it takes to pull it off. The visuals are engaging and you are entertained for 30 seconds and you move on. Recently Motel 6 launched a new spot “Room to Room”. The live action spot is deceptively complex, the previsualization video showing the making of shows just how complex, and how well thought out this spot is. The blend of Live action and post VFX work is really well done, and goes to show how much went into the production of this spot for Motel 6’s 50th anniversary. Directed by King & Country the spot was designed to highlight renovations without appearing to intrusive to guests. To pull it off King & Country uses a series of “in-the-nick-of-time’ gags” to keep things visually interesting and engaging. The characters are oblivious to the changes as the camera catches them happening right before they interact with the rooms, so we don’t give the impression that renovations are ongoing. This shows off all that a full-service studio does, from concepting and planning, directing and editorial, to animation, VFX and finishing.

The Mojito, The Maestro, and the Musician.

M&C Saatchi has created a series of 3 advertisements for Havana Club Rum. The spots are running on TV, but the extended versions on youTube are where they really shine. Each spot taps into a storyline that is distinctive about Cuban culture and it’s relationship to the product. The tie in is handled so well. Subtle, not in your face with little or no mention of the actual product. Each spot has a really nice look to it capturing Cuba, and the people that live there. The story lines for all three are rock solid and the editing and post work is fantastic. It’s to bad no one is willing to pony up the money for an extended media buy for these. I guarantee people would watch the full minute and a half version on TV given the chance.

It’s Going To Be A “Heart Winter”.

I’m not a fan of McDonalds food, but you have to hand it to their advertising. It’s usually top notch, and they do hire the best. McDonalds AOR Leo Burnett hired BUCK to produce the new animated TV spot for the McCafe line of hot drinks. Directed by Ryan Honey BUCK blends 2D and 3D animation seamlessly in the 30 second spot titled “Heart Winter”. The spot features nicely stylized, but not overly cute character’s clever transitions between scenes, and a fluid animation style all set to a jangly happy tune.  It’s hard not to like the look of the commercial, even if you aren’t a fan of McDonalds.

Executive Creative Director: Ryan Honey
Executive Producer: Maurie Enochson
Associate Creative Directors: Jenny Ko, Steve Day
CG Supervisor: Doug Wilkinson
Producer: Billy Mack
Production Coordinator: Kaitlyn Mahoney
Storyboards: Morgan Schweitzer, Vincent Lee, Marcus Park, Susan Yung
Design: Jenny Ko, Yuki Yamada, Susan Yung, Gunnar Pettersson, Ken Gunn Lee, Joe Mullen
Cel Animation: Kendra Ryan, Kyle Mowat, Eric Cheng, Laura Yilmaz, Craig Yamamoto, Ben Conkin, Song Kim
AE Animation & Compositing: Nick Petley, Simon Ekstrand Appel, Anthony Madlangbayan, Zach Eastburg, Esteban Esquivo, Jake Portman, Ariel Costa
3D Artists: Wing Lee, Florent Raffray

 

Gang Films and Digital District Produce an Epic Spot for Volvic.

So you make mineral water and you want to advertise in a way that sets you apart from the crowd. What are you going to do? The competition is stiff and you are selling water. What you do is, hire  and Gang Films to produce a spot that feels like a movie trailer for an epic Sci-Fi movie. I have no idea what the budget or production schedule was on this, but I can tell you it wasn’t cheap, and it took some serious time and effort. If this doesn’t sell some Volvic mineral water, I don’t know what will.