High Five: The Beauty in Chaos and Courage
When approached to highlight my five favourite spots of all time, the rush of excitement quickly collides with the endless possibilities. With an initial hope to not retread some more common or obvious choices, there was a thread in some of my favourite spots - the strange and unexpected that take big swings and stand out from the pack. Spots where I can imagine some hesitant clients and 'WTF' glances. Here are a few collected examples of spots that I’ve most shared with friends referenced on projects: innovative, off-kilter, and wildly effective...
Colt 45 - 'Imagination'
Agency: W. B. Doner
Production: Propaganda Films
Director: David Fincher
Editor: James Haygood
Before Fincher broke out in movies - and a year or two before his best-known music video endeavours with Madonna, George Michael and every other massive act of the 1990's - he made this Clio Award-winning spot, featuring surreal visions of horses, a pharoah and exploding fridges. A commercial that overwhelms the senses, heralding a new era of over-indulgent sales pitches with killer soundtracks.
GAP - 'Pardon Our Dust'
Agency: Crispin Porter + Bogusky
Production: MJZ
Director: Spike Jonze
Editor: Eric Zumbrunnen
As mentioned in a previous Finely Sliced, the 'PALM: Director’s Series' DVD boxset was an early home-school for the coolest commercial and music videos of the time. Years after Spike Jonze was already an established film director, he was still adding iconic commercials to his resume. I love this spot for being able to convince the GAP brand that literally destroying itself was the best way forward - in the most hilarious destructive way that holds nothing back - and includes not a single pesky legal line to ruin the fun.
Guinness - 'Dreamer'
Agency: AMV BBDO
Production: Academy
Dir: Jonathan Glazer
Editor: Sam Sneade
Although overshadowed by his heralded 'Surfer' ad from the same 'Good Things Come to Those Who Wait' campaign, I prefer this Glazer spot for it’s warm embrace of the non-sensical as we’re pulled in and out a dream-like existence. Gorgeously shot, a soundtrack that seemingly derails, another horse and a freakin’ talking squirrel...so much to absorb, but never once drifting from being unquestionably Guinness.
Doritos - 'Anti-Ad'
Agency: Goodby Silverstein & Partners
Production: Radical Media
Director: Dave Meyers
Editor: Shane Reid
While beautiful crafted, the bulk of my admiration for this spot falls on the shoulders of the team that convinced Frito-Lay to invest in this no-logo spot, never naming the brand, and putting faith in the audience to recognise and celebrate a distinct brand that no longer needs an introduction. Keep an eye out for the spoil-sport legal line at the end though - they almost got away without it.
Kondomeriet - 'The Relationship'
Agency: POL Oslo
Production: Hobby Film
Director: The Perlorian Brothers
Editor: Ben Canny
Only sixty-seconds, and yet, by the final frame, we’ve been taken on an emotional journey that rivals the most dramatic of Oscar fodder. With practical design, a consistent and engrossing tone and a perfectly hilarious punchline on every viewing, The Perlorian’s provide a potentially daring subject matter the perfect pitch. This is my favourite spot to share with friends, especially in the same room to witness their journey!
