KesselKramer has re-imagined the printing press in a colourful new spot for UK printing company Moo. The ad features a custom made machine with confetti bellows and a paper feed operated by treadmill…
The spot was directed by Karim Zarrifa and Bob Partington at 1st Ave Machine and will air in the US. Partington also designed and built the press and Dave Bell, creative partner at Kessels Kramer, says it is fully functional.
“Audiences today recognise when something is done for real: it was crucial that we told this story without being dependent on CGI,” he adds.
“We were looking to achieve…an advert that pokes fun at both itself, and the over the top, epic, no-expense-spared nature of many adverts seen today. You don’t have to throw money at something to be creative,” he says.
It’s a simple idea but an effective one: KesselsKramer’s irreverent take on the often dry business of card printing immediately sets Moo apart from companies adopting a more earnest approach, and the low cost set features some lovely attention to detail and use of colour.
Creatives: Dave Bell & Freddy Taylor
Directors: Karim Zarrifa & Bob Partington
Production: Field Trip