Managing director and co-owner at Revolver, Michael Ritchie, opens up on five ads that all share a uniquely clever and courageous approach
It was hard to put a list of recent favourite stuff together, but hopefully these all hold up. I was keen to not get too earnest with it all. The common denominator between my picks is smart strategy; clever ideas all brought together with some nice execution. All of these are subjective, but I will attempt to qualify them nevertheless...
BrewDog - 'The Planet’s Favourite Beer'
Agency: Droga5 London
Production: Biscuit Filmworks
Director: Jeff Low
Post: Electric Theatre Collective
Music company: No.8 x Run! Get Music!
This is tone perfect to me. It's talking about sustainability, but rather than being woke and highbrow, it's completely self-deprecating, even (brilliantly) deferential to competitive brands. It's beautifully written and beautifully crafted - a particularly pleasing edit, all of which made me laugh.
Burberry - 'Open Spaces'
Agency x Directors: Megaforce
Production: Riff Raff Films
Post: MPC London
I suspect this might be in everyone's High Five, and for good reason. What is extraordinary is how one of the oldest British luxury fashion brands can continue to push boundaries, and really create film that is shared the world over. This second iteration from Megaforce holds its own with their effort from last year...not an easy task. The brand’s position is now the envy of many but it's the commitment and courage in the film making that has projected it and allowed for a truly amazing visual treat that I never tire of watching.
Krafton, Battlegrounds Mobile India - 'Game Responsibly'
Agency: DDB Mudra Group
Production: Early Man Film
Director: Abhinav Pratiman
I am not a gamer but my sons are. I don't condone violent games and never will. We do pretty well at home to keep a lid on their game time, but this film really goes there. It's dry, slightly crazed and beautifully realised. I feel it connects to both the gamer and the guardian and it’s got a pretty obvious but effective solution to the problem of over-gaming.
H&M - 'Show Them What You’re Made Of. Walk Tall with H&M Man'
Agency: Uncommon Creative Studio
Production: Anonymous Content
Director: Mark Romanek
I guess this is a balance to all my other choices here - but it’s one that resonates. Such a perfectly good idea and so beautifully crafted.
ROLLiN’ - 'Larry'
Agency: Bear Meets Eagle On Fire
Director: Andreas Nilsson
Post: Blockhead x The Editors
Music: Rumble Studios
Full disclosure, we did this spot. It’s for Australia. This is a launch spot for people 18 to 30 who need to insure stuff like cars but they don’t want all the baggage that the conventional insurance companies carry. It's boldly silly, totally effortless (as the product is) and perfectly pitched tone-wise - and I still enjoy gag where Larry rolls over his own mouth muffling his ode to Digital Underground. Love seeing new brands come out that have the courage to be right there where they need to be.