Hovis commercial, agency: MCBD, creatives: Danny Hunt, Gavin Torrance, production company: Rattling Stick, director: Ringan Ledwidge
Here’s the latest round-up of interesting advertising work that has passed through CR Towers recently. First up is the most recent piece of ‘event advertising’ to hit our screens – the new ad for Hovis, directed by Ringan Ledwidge, which has garnered an inexplicable amount of coverage on TV and in the press. For what, we’re not sure – it’s well directed, but the plot of the ad, which is both a homage to Hovis’ longevity and to its advertising heritage, feels rather hackneyed. But nostalgia is a powerful tool in advertising these days, and the advert is also a history of Britain over the last 122 years. It is therefore suitably long – running at one second per year. See it for yourself above.
HSBC commercial, agency: JWT New York/JWT London, creatives: Michael Ashley, Dinesh Kapoor, production company: Gorgeous Enterprises, director: Vince Squibb
Up next is another spot that has provoked mixed reactions at CR. The commercial is the latest in a series for HSBC that emphasise the bank’s supposed ability to recognise its customers individual needs. Opening on a scene in a forest, the filmic ad sees a group of environmental protesters forcibly removed from the trees before a group of lumberjacks come in and go about their work. In an unexpected twist it is revealed at the end that one of the protesters is in a relationship with a lumberjack, before the tag ‘We recognise how people value things differently’ appears on-screen. Again, it’s beautifully shot but the divide between the massive corporate entity that is HSBC and the rather sentimental scenes in the film seem huge, making the whole thing frankly a little strange.
Axe commercial, agency: Vegaolmosponce, creatives: Ignacio Ferioli, Joaquin Cubria, production company: Garlic Films, director: Marcelo Burgos
A more straightforward spot next, from Vegaolmosponce agency in Argentina for Axe shower gel, which sees a man accosted by cute little animals after he accidently uses his girlfriend’s soap in the shower.
Stolichnaya ad, agency: Publicis, London, creatives: Alistair Ross, Sharon Joyce, production companies: Stink/Psyop
ACNE Digital has created this rather stylish website for Saab. The site pledges to find you a car that suits your personality following a few simple questions. It essentially failed in my case, but that’s perhaps because I’m not a big fan of Saab cars. But the site is well-designed and good fun. See it here.
Fido campaign, agency: Bos, Toronto, creatives: Ibraheem Youssef, Mwewa Frederick Nduna
Finally a look at Canada’s first use of ‘flogos’ (flying logos to you and I), and CR’s first glimpse of the nifty technique used to create these ones. Made out of foam, they form in a mould and then are sliced off and released into the air. These flogos are of dolls and form part of a campaign to promote the Fido Sessions, a series of events promoting art, travel and design put on in Toronto by Fido, a Canadian wireless company.