High Five: The Power of Art in Advertising
"Advertising is not art. Advertising exists to sell." I heard this from a colleague in advertising, but I don't agree. I think it's possible to sell something, and at the same time, make art. Do you doubt it? Watch the selection of films below and see...
Stella Artois - 'Flower Seller'
Agency: Lowe
The music, production, photography, performances, screenplay...everything in this film is perfect. And the best part? It makes you want to have a beer while your eyes are full of tears. Pure art.
Royal Mail - 'Letters of Love'
Agency: Lowe
In a time when Photoshop was still unknown and Adobe Premiere didn't even exist, this commercial emerged and gave a lesson in art direction and sensitivity. There's not much to say, it's better to watch - and the most curious thing is to think that there was a time when it was necessary to advertise for people to send letters...
Levi’s - 'Odyssey'
Agency: BBH London
What makes you buy a pair of jeans? The colour? The texture? Or a film of a couple breaking down walls while wearing a pair of Levi's to the sound of Handel's Sarabande?
Phebo - 'Mother and Daughter'
Agency: Deck
A Brazilian film that is still discussed today. A masterpiece directed by João Daniel Tikhomiroff and set to the music of Billie Holiday's beautiful 'I'll Never Be the Same'. Would it be aired in 2023? It doesn't matter. The signature complements the work: "Lavender sap from Phebo awakens the pleasure of being a woman".
Apple - 'Welcome Home'
Agency: TBWA\Media Arts Lab Los Angeles
Production: MJZ
Director: Spike Jonze
Post: Framestore x MJZ
Editorial: Final Cut London
Spike Jonze's versatility is unbelievable. How can the guy who co-created Jackass deliver a masterpiece like this? Yes, because this is not a commercial, it's something else. Seeing FKA Twigs dancing and impacting the scene is as powerful as seeing the Jamiroquai 'Virtual Insanity' music video for the first time - and on top of all that, it still sells the HomePod.
