Work of the Week: 16/09/22
There are so many reasons BMW’s new ‘Forwardism’ campaign is worthy of admiration. Firstly, you’ve got to hand it to any brand campaign that refuses to patronise its audience. The Game / Jung Von Matt did just that, writing a script for a car ad that riffs on art history and critical theory. It’s also a car ad with relatively few shots of the (admittedly very attractive) car. And it’s a proper big film full of all the craft that Psyop and AKKURAT Studios can give it.
There’s plenty of big, lush advertising crammed full of craft this week besides that. From the first big World Cup ad for Coca-Cola to a clever bit of time-freezing trickery for IKEA, Pinterest’s first global campaign from Uncommon and a piece of branded content that does the movie 'City of God' justice on its 20th anniversary. Plus there’s some cucumber-y fun from Hendrick’s Gin and some very relatable comedy posters for Monopoly.
BMW - Forwardism
This car ad is also a lesson in critical art theory, which is something that we’ve not seen before. Congratulations to The Game / Jung Von Matt for pulling that off. And to Psyop and AKKURAT Studios for perfectly capturing the various artistic movements it recognises in all their ridiculousness. The car looks good too.
Coca-Cola - Street
AG Rojas helms this ambitious brand film to tie in with the soft drink’s sponsorship of the 2022 Qatar World Cup, visualising a magical Coca-Cola transforming our protagonist’s world into a fantastical football street party.
IKEA - Bring Home to Life
IKEA Canada's new campaign aligns with the furniture supplier's mission to ‘create a better everyday life for more of the many people’. The centrepiece of the national, integrated campaign is an emotional film directed by Gary Freedman that follows a family as they decorate and furnish their new home - and the life that will make that space a home, set to a cover of Elton John's ‘Your Song’ by AHI, the Juno-nominated singer-songwriter.
Vivo / Motorola - Buscapé
Created by VMLY&R Brasil, produced by O2 Films and directed by Fred Luz, this short film comes exactly 20 years after the release of the award-winning 'City of God', by director Fernando Meirelles. A piece of branded content to launch the new Motorola Edge 30 Ultra with the power of Vivo's 5G connection, the film stays true to the original. The friendship between Buscapé and Barbantinho is the leading thread of this new story. In the spin-off, Buscapé returns to Cidade de Deus, now as a professional photojournalist, to cover a special event within the community. But he changes his plans when he stumbles upon a discovery that will start an investigation, using Vivo's 5G connection and the new Edge as his allies. It’s a classy film that does the people and brands behind it proud.
Pinterest - Don’t Don’t Yourself
UK creative studio Uncommon’s first international campaign for Pinterest gives a face to the inner saboteurs that hold us back and highlights how Pinterest is the antidote to self-doubt. 'Don’t Don’t Yourself' is the mantra at the heart of the campaign and the central films are directed by Somesuch’s Kim Gehrig. It’s ambitious, empowering and hard to ignore.
Hendrick’s - Cucumber Chronicles Part 1: The Crusade
This comedy news report has made me fall in love with Hendrick’s Master Distiller, Ms Lesley Gracie, who has dedicated her life to the search for the most refreshing cucumber. That’s the sort of life the world needs to be celebrating right now. And this film by COMPULSORY’s Harry Deadman is the perfect tribute to her.
Hasbro - Hotheads
We all know there’s nothing relaxing about a nice game of Monopoly. It’s a blood sport. But this outdoor campaign by KesselsKramer reflects on why the high tempers it inspires can contain life lessons that will serve you well in this world. The photography and simple copywriting makes it stand out wherever you see it.
