George Floyd, head of sales at Academy, picks out five impressive projects that have stayed with him for all the right reasons
I like ads. I like the thinking behind them and I like well-crafted work. I read a lot of scripts. Like, A LOT of scripts, and it always amazes me how rocky the road is between script and screen. A brilliant script can be crucified by meddling hands, a CD with an ego, focus groups, a shonky soundtrack, questionable casting or a client with bad dress sense overruling a BAFTA winning stylist. All those opinions. All those compromises chipping away at a potential masterpiece. The five ads highlighted below stayed with me for various reasons, and I wouldn’t be surprised to see a bunch of awards heading their way over the coming year...
Ladbrokes - 'Rocky'
Post: Selected Works
Editorial: Final Cut
This brought me so many smiles and demanded viewing after repeat viewing. Rocky Balboa 'lollops' through the streets of Philly like a bloody great big Silverback wearing filthy prison scrubs and a pair of Chuck Taylors. The brand isn’t exactly front and centre, but the gambling world is going the way of tobacco advertising, and in Ladbrokes’ case, it’s embracing the challenge.
CALM - 'The Last Photo'
This is just a flawless, devastating idea brought to life with a simple collection of home videos. The research teams would probably have watched hundreds of crushing videos. The reason for using the clips they have is clear. Families. Smiles. Extroverted behaviour from people who seem genuinely happy in life. Sadly, it’s a subject too many of us are close to, and a film of this immense poignancy shines a light on a heartbreaking problem. It made me cry.
Tena - 'The Last Lonely Menopause'
Agency: AMV BBDO
I work from home on Fridays, and sometimes during lunch, 'Loose Women' plays in the background. The menopause is a regular talking point. As a bloke, it isn’t something I fully understand, but Ruth, Nadia, Kaye and all the other Loose Women often highlight that it can be really fucking hard. The more men know about it the better, and this film hits the perfect tone of tackling the truths with humanity and humour without forcing any worthiness down the throat of the viewer.
John Lewis - 'For All Life's Moments: Stuck On You'
As a parent, I melted at this. It’s a perspective that hasn’t been shown enough in advertising - the stay-at-home Dad’s relationship with his offspring. The result is properly heartwarming. There is so much to love in here, but for me, the edit is the real hero. I can’t imagine how much footage was shot.
BBC - 'Trust Is Earned'
Agency: BBC Creative
As a sales person, I can’t pass up the opportunity to include one of Academy's recent pieces of work, not just because I can, but because I genuinely love it. Director Billy Boyd Cape applies his deft touch, balancing edit, music, graphics and pacing in this stirring piece for the BBC. The film was made to emphasise the many stringent checks the BBC have to go through in order to authenticate their reporting. It’s a strong truth. If I’ve ever read a dubious news story, I always go to the BBC website to get a fact check.