The return of Fenton
For many, one of the standout YouTube stars of last year was bounding labrador Fenton, who chased a herd of deer around Richmond Park, paying no heed to his exasperated owner. Who doesn't remember the owner's cries of "Fenton - Jesus Christ!" accompanying the grainy mobile phone footage of his desperate chase?
Now, courtesy of the newly minted EE brand, Fenton fans can revisit the action in a 'remastered', high-definition version of the clip - close-ups, slow-motion, dramatic pans, audio track, supplementary animals, dinosaur special effects and all.
The new video was created by Poke with Passion Pictures, and award-winning director David Allen, who is best known for innovative natural history documentaries. It plugs the fact that EE's 4G service lets customers stream HD YouTube videos on the go, without buffering.
The idea of re-imagining a classic YouTube clip in high definition, while paying homage to the original, which has more than seven million views to date, provided rich territory, according to Poke's Nicolas Roope, and the clip's quintessential Britishness plays well with EE's UK focus.
The video will feature in 4GEE's online campaign and in stores, and visitors to the brand's YouTube channel can use a slider tool to change between the original and remaster mid-action. Formed through a license deal with viral content management company Viral Spiral, the hook-up of telecoms brand and user-generated YouTube quirky marks an interesting development in the value of user-generated digital hits.
As for what YouTube classic might undergo the 4GEE treatment next, we'll have to wait and see, says Roope. "We're not short on ideas, so it depends how this one goes."
CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month. Try a free sample issue here.
CR In print
In our November issue we look at ad agency Wieden + Kennedy in a major feature as it celebrates its 30th anniversary; examine the practice of and a new monograph on M/M (Paris); investigate GOV.UK, the first major project from the Government Digital Service; explore why Kraftwerk appeals so much to designers; and ponder the future of Instagram. Rick Poynor reviews the Phaidon Archive of Graphic Design; Jeremy Leslie takes in a new exhibition at the Whitechapel Gallery dedicated to experimental magazine, Aspen; Mark Sinclair explores Birmingham's Ikon Gallery show of work by the late graphic designer, Tony Arefin; while Daniel Benneworth-Gray writes about going freelance; and Michael Evamy looks at new telecommunications brand EE's identity. Plus, subscribers also receive Monograph in which Tim Sumner of tohave-and-tohold.co.uk dips into Preston Polytechnic's ephemera archive to pick out a selection of printed paper retail bags from the 70s and 80s.
The issue also doubles up as the Photography Annual 2012 – our showcase of the best images in commercial photography produced over the last year. The work selected is as strong as ever, with photographs by the likes of Tim Flach (whose image of a hairless chimp adorns the front cover of the issue, above); Nadav Kander (whose shot of actor Mark Rylance is our Photography Annual cover); Martin Usborne; Peter Lippmann; Giles Revell and more.
Please note, CR now has a limited presence on the newsstand at WH Smith high street stores (although it can still be found in WH Smith travel branches at train stations and airports). If you cannot find a copy of CR in your town, your WH Smith store or a local independent newsagent can order it for you. You can search for your nearest stockist here. Alternatively, call us on 020 7970 4878 to buy a copy direct from us. Based outside the UK? Simply call +44(0)207 970 4878 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.
Wow, they took an absolute classic, hilarious youtube viral vid and completely made it unfunny and tedious and into something that screams of piggybacking and not so much of a good idea.
always amazes me how people fail to read the story then are so quick to fire off a negative response
Allow me highlight the important bits for you...
"Fenton fans can revisit the action in a 'REMASTERED', high-definition version of the clip - close-ups, slow-motion, dramatic pans, audio track, supplementary animals, dinosaur special effects and all."
"The idea of re-imagining a classic YouTube clip in high definition, while paying homage to the original, which has more than seven million views to date, provided rich territory, according to Poke's Nicolas Roope, and the clip's quintessential Britishness plays well with EE's UK focus."
Actually A just said he thought it was a rubbish idea and thought the original video was funnier.
Do you work for Poke?
Not as funny, original or clever as it thinks it is.
Yawwwwwn, you doing charlie bit my finger HD next? Not looking forward to snoring through that either
the rationelle is as sound as the idea is unfunny
@ J (the second one)
Appreciate your comment, I got the whole in HD, remastered thing. But like I said, it wasn't funny and the idea just strikes me as jumping on the popularity of the original video bandwagon and a bit lazy. The whole T rex etc over exaggeration just felt really limp for me. The whole thing that made the original so hilarious was its authenticity, the shakiness and camera phone nature of it as the man screams fenton unaware that he is being filmed is fantastic. This is not
It's a great way of demonstrating the potential capabilities of 4GEE, in an unpredictable and refreshing way – and rather than stealing an idea, it's a clear nod to what we all know is a classic piece of YouTube footage.
Those seeking for 'originality' are short-sighted (what can really claim to be 'original' today?), and seem to lack an awareness of the culture of 'appropriation' that the internet so readily supports.
A refreshing take on an iconic video – more of the same please!…
Are you last 2 the clients?
|How Fredrik Bond achieved an 'epic strut' for Moneysupermarket.com (75)|
|Brilliantly funny new ad from Canal+ (2)|
|Unpacking Packaging (2)|
|Ads of the Week (8)|
|The £25 logo (155)|
|Björk's Vulnicura album artwork|
|Artist INSA makes his latest animated gif... from space|
|Vital Arts transforms Royal London Children's Hospital|
|Designing for The Grand Budapest Hotel|
|Jean Jullien: Life Drawing, an interview|