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High Five in association withThe Immortal Awards
Group745

High Five: Comedy Is Simple

10/05/2023
Production Company
Los Angeles, USA
272
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Founder and executive producer at Sugarstar Films, Casey Unterman, picks out five funny campaigns that found success without overcomplicating things

“That’s funny” are words that are often said about things that are, at best, sort of funny. Trying to make a funny commercial while navigating all the requirements can be awkward, like trying to write an intro to a piece about funny commercials...in the end, best to keep it simple. I chose spots I feel told simple stories in clever ways, while staying true to the brand’s needs. And yes, two of them are beer spots, which I guess says something about me...



Mitsubishi Electric - 'Magic'

Agency & Post: ASO
Production: Sugarstar Films
Director: Jesse James McElroy

With a fake snow storm, a woman eating mayonnaise out of a jar and a grandpa pumping iron, the client and agent were totally on board to have some fun.  We had a lot of specs to get across in 30 seconds, but the visuals and quick cuts helped to keep it interesting.



Colorado Lottery - 'Commercials Multiplied'

Agency: Cactus
Production: Thinking Machine
Director: Jared Lapidus
Post: 11 Dollar Bill
Sound: Coupe Studios

All the subtle elements, from camera style, to music and actor performances, are spot-on in this parody. I also love how they use the infomercial ending to bring them all back, in a 30-second spot that doesn’t take a frame for granted. I didn’t think I could feel nostalgia for bad '80s pizza commercials...I was wrong.



Anheuser-Busch - 'NDA'

Agency: M&C Saatchi
Production: The Other Stuff x Current Resident
Director: Matt Ott
Post & Sound: The Other Stuff

The concept is silly, the writing is clever and the performances are great. What more do you want!?



Taco Bell - 'Decisions'

Agency & Post: DeutschLA
Production: UNIT9
Director: Maya Albanese

As the camera slowly moves in, a simple story is told. It’s quick, funny, looks pretty and gets multiple brand features across - $5 box, using the app, two menu options and a refreshing looking blue drink. Throw on the end card and pat yourselves on the back!



Greene King - 'Ice Breaker Pale Ale: It’s Just a Name'

Agency: Engine Creative
Production: Birth UK
Director: Devon Ferguson
Post: nineteentwenty
Sound: Wave Studios

I love how this spot’s simplicity pushes the awkwardness of the situation. The camera is still, the sound design is minimal and the VO comes in at a near whisper. I feel like I’m standing across the street about to walk into my apartment but just can’t look away. It’s a smart way to use the brand’s name and it also makes me want drink a beer, cheers!

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