High Five: Claire Young
This was so much harder than I imagined. What you see in my choices is definitely seen through the eye of a maker - someone who cannot look at an ad and not wonder how they made it. All my selections are chosen not only because they’ve all stayed with me because they’re brilliant pieces, but because I wish I’d played a part in making them. Another thing I have noticed is that all the films have a killer soundtrack - clearly I am heavily influenced by brilliant music! I hope you enjoy my choices...
Sony Bravia - 'Balls'
Agency: Fallon
Production: MJZ
Director: Nicolai Fugslig
Post: Whitehouse Post
I love this so much. It brings back such fond memories of a key moment in my life and career because this is the ad that inspired me to make a big career change. I’d been a production director at my then agency for nine years and I was happy making really cool stuff happen - events, print campaigns, activations etc. for brilliant brands such as Levi’s, Nike, Coca-Cola. I loved it there. But this ad made me crave something new. I wanted to be a part of making beautiful entertaining films. It ultimately inspired me enough to leave a job I loved and move into what we then called an ‘ATL agency’. I will never tire of this film, and love it as much now as I did then.
Guinness - 'Surfer'
Agency: AMV BBDO
Production: Academy Films
Director: Jonathan Glazer
Post: Framestore
Talking of ads that never tire, Guinness 'Surfer'. It’s wonderful, it’s cinematic, the energy is still palatable today. I love that you have to decode it. You can watch it time and time again and it’s still amazing. Just a brilliant brilliant film.
Canon - 'Live for the Story'
Agency: VCCP
Production: Riff Raff
Director: Megaforce
Sound: Finger Music
It’s one of ours and in my opinion a total unsung hero that I don’t think got the recognition it deserved. It’s a wonderfully executed beautiful and pure brand campaign with the perfect end line.
KFC - 'FCK'
Agency: Mother
It’s not a work of art, but what it is is a very simple, honest, incredibly reactive and smart response to the UK's outrage over KFC’s lack of chicken. Arguably the best print campaign of the last decade. Clever, Mother!
Nike - 'Nothing Beats a Londoner'
Agency: Wieden + Kennedy London
Production: Riff Raff
Director: Megaforce
Post: Final Cut
Sound: Mr Pape
Another film. Where do I start? The way it unites and heroes so many sports, the truth it tells about the dedication that every sportsperson (and their loved ones) gives? Its fierce attitude? Its freshness? Its energy? Yep, all of that! Again, when I saw this I wished I had been part of the gang that made it happen.
