High Five: Black & White Done Right
Since colour was introduced to screens, why would anyone think of going black & white? Could it be that colour complicates things? Is it getting in the way of your idea? Is colour just a distraction? Were things better when the world was black & white? We have no clue, but here are five memorable ads that stand out in our colourful world, and prove that black & white is good for more than just your LinkedIn profile pic...
Guinness - 'Guinness Surfer'
Agency: AMV BBDO
Director: Jonathan Glazer
Post: The Computer Film Company
Sound: Soundtree x Wave Studios
Most people would argue that a beautiful beach should be shot in colour. Especially if you add a couple of surfers and some epic waves. This classic proves us wrong. It also proves that you can grab the viewer's attention in the first seconds without slapping a logo or an influencer in the opening shot. Instead, they went with silence. We can’t think of a better way to start a film that raises a pint to those who wait.
H&M - 'Karl Lagerfield for H&M'
Agency: In-house at H&M
Production: Raf
Production: Raf
Director: Johan Renck
Editorial: WGT artists + mgmt
Editorial: WGT artists + mgmt
You can’t talk about black & white spots without mentioning Johan Renck. When H&M made a collection with Karl Lagerfeld, they shocked the fashion world. What better way to introduce this collaboration than in B&W. Quite fitting for an icon who was never
caught wearing colour.
Levi’s - 'Drugstore: Girl' x 'Drugstore: Boy'
Production: Partizan
Director: Michel Gondry
A classic that has aged well. The music, the look, the craft, the confidence - and all of this times two. These ads feel more like art films than commercials, a good reminder that if you want to stand out you don’t need to scream in colour.
Nike - 'LeBron James: Together'
Agency: Wieden+Kennedy Portland
Director: The Malloy Brothers
Yes, this spot would still be epic in colour, but the fact that they went with black & white made King James’ return to Cleveland feel bigger than sports. To top it off, they added a song by Trent Reznor. Show offs. Now let’s watch it again and get goosebumps for the hundredth time...
Apple - 'Bounce'
Agency: TBWA\Media Arts Lab Los Angeles
Production: Pulse Films
Director: Oscar Hudson
Post: The Mill New York
Editorial: Trim Editing
Post: The Mill New York
Editorial: Trim Editing
Try to imagine this spot in colour and it might give you a feeling of 'I’ve-seen-this-before'. But the twist this spot brought by switching to black & white was refreshing in the category, unexpected, and blurred the lines between CGI and reality. Suddenly bouncing off a concrete wall feels as natural as walking down the street.
