Agency makes good making-of film shock

Most ad agency making-of films are pretty painful to watch, so we’re tipping the CR hat to Mother London for its film supporting new Ikea spot Playin’ With My Friends, in which one of the cast of toys tells his story

Most ad agency making-of films are pretty painful to watch, so we’re tipping the CR hat to Mother London for its film supporting new Ikea spot Playin’ With My Friends, in which one of the cast of toys tells his story

In the ad (above) children’s toys come to life as the kids prepare for a party in their Ikea-furnished house. It’s a very sweet spot, directed by the ever-reliable Dougal Wilson. And as with other Ikea ads, there is also a ‘music video’ version – the track is a reworking of a BB King song by Welsh band Masters in France.

But what really marks it out is the ‘Making Of’ film (directed by Charlie Inman at BOSH). Instead of the usual back-slapping, ‘aren’t we amazing?’ approach of these things, the Playin’ With My Friends making-of is a pseudo-documentary following one of the cast – Darren the Bear – as he gets his chance to leave behind the drudgery of his cleaning job to appear in the ad. There are shades of Toy Story as we see the characters behind the character, but in the context of these things it’s a really refreshing, original idea.

 

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 October print issue we have a major feature on the rise of Riso printing, celebrate the art of signwriting, examine the credentials of ‘Goodvertising’ and look back at the birth of D&AD. Rebecca Lynch reviews the Book of Books, a survey of 500 years of book design, Jeremy Leslie explains how the daily London 2012 magazine delivered all the news and stories of the Games and Michael Evamy explores website emblemetric.com, offering “data-driven insights into logo design”. In addition to the issue this month, subscribers will receive a special 36-page supplement sponsored by Tag celebrating D&AD’s 50th with details of all those honoured with Lifetime Achievement awards plus pieces on this year’s Black Pencil and President’s Award-winners Derek Birdsall and Dan Wieden. And subscribers also receive Monograph which this month features Rian Hughes’ photographs of the unique lettering and illustration styles of British fairgrounds

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.

More from CR

dsc04795b388_0.jpg - An ongoing occupation - 4842

An ongoing occupation

A year on from the launch of The Occupied Times, and fresh from their TYPO London talk, CR spoke to Occupy Design’s Tzortzis Rallis and Noel Douglas about why the visual communication behind the Occupy movement remains as important as ever

crbuscardsgigticket_0.jpg - Artomatic's MarketReach business cards - 4848

Artomatic’s MarketReach business cards

Artomatic and Clinic were briefed to create business cards for MarketReach, the Royal Mail’s new specialist direct mail agency service.Their solution: to create a bespoke card for each member of the team based on their personality…

231haunchofvenison_0.jpg - MMXX - 4794

MMXX

As M/M (Paris), Michaël Amzalag and Mathias Augustyniak changed the face of French graphic design. As they celebrate their 20th anniversary, a major new monograph compiles the pair’s distinctive work. Is what they do design? Is it illustration? Or has M/M gone beyond such labels?

moleskine1_0.jpg - Moleskine in motion - 4841

Moleskine in motion

The sight of 382 multi-coloured Moleskine planners in an intricate choreography of stop-motion animation is impressive to behold.

thinkerdoer

Designers

thinkerdoer
whiteagency

Senior Designer

White Agency
bhf_logo

Creative Operations Manager

British Heart Foundation
mondottica