Modern television has long been heralded as “The new cinema.” With hit dramas such as Breaking Bad, Game Of Thrones and Broadchurch redefining what is possible in the medium of long-form drama, a medium which might lack the funding of its cinematic counterpart, but has far more luxury when it comes to pacing and character development. As such, many of cinemas biggest names have made the transition to the small screen in the last few years, from Kevin Spacey in House of Cards to Matthew McConaughey in True Detective.
Mads Mikkelsen stars in a new short film for urban furniture retailers BoConcept, his second for the brand
Advertising too appears to have benefitted for this televisual renaissance. Whereas once, an actor appearing in a TV commercial would lead to widespread derision, it's now common place, and some of adland's best (or at least most notorious) spots of recent times wouldn't have been the same without their stars. The latest Hollywood stars to dip their toes in the ad pool are Hannibal star Mads Mikkelsen and British institution Sir Patrick Stewart, both of whom are best known for their roles on critically acclaimed TV shows and both of whom try not to take themselves too seriously in their new roles.
Mikkelsen stars in a new short film for urban furniture retailers BoConcept, his second for the brand. The 5-minute spot is directed by Mikkelsen's friend Dejan Cukic, who also directed the first spot (called “The Call”) and stars alongside him in this film, which is called “The Guest.” Mikkelsen was closely involved in the development of the script, with Cukic and technical director Thomas Busk, with the trio working together to create a film that highlights the versatility and multi-functionality of BoConcept's furniture. Cukic said of the film; “Compared to the previous film, which was high on drama, we wanted to make something more lighthearted and fun, and Mads is perfect in the role of furniture geek.”
The Guest starring Mads Mikkelsen – BoConcept furniture
It was shot on location in Valencia, Spain at the home of BoConcept designer Morten Georgsen, who created most of the furniture seen in the film. He said he has “Always believed that beauty and function must go hand in hand,” and argues, “What's the point of beautiful design if you cannot use it?” A fair point underlined by the house itself, which was designed by Georgsen, and acts as a perfect platform for the actors to play off one another. Mikkelsen especially is incredibly enthusiastic about the unique furniture, going so far as to ignore a swimming pool full of beautiful women to show off a remote headrest. It's certainly a far cry from his usual roles.
Sir Patrick Stewart stars in a spot for Strongbow cider, which slyly takes the piss out of conventional celebrity endorsements
Sir Patrick, meanwhile, stars in a far less ambitious spot for Strongbow cider, which slyly takes the piss out of conventional celebrity endorsements by having the legendary actor hide his famous face behind an award gifted to the brand by last year's World Beer Championships. The idea is to express that such endorsements are not necessary when you have a glass of Strongbow poured over ice and a big, bold, shiny award. It's part of the good-humoured “Cider at its Bestest” campaign created by Droga5, the brand's agency partner.
Strongbow US “Award”
Alejandra de Obeso, brand director for Strongbow at Heineken USA, the brand's parent company, is “Excited to have Sir Patrick Stewart on board as his comedic wit embodies the humour of the brand.” He said Sir Patrick was “A good sport and had a bit of fun improvising,” which you'd certainly expect from a man of his theatric caliber! Sir Patrick himself added “As a cider fan, the idea of working with Strongbow was very appealing, and the tone of their creative idea paired perfectly” with his own. He said they “Had a great time filming the spots,” and he'll continue to support the campaign in the months ahead. I don't know about you, but for me the idea of Captain John Luc Picard downing a pint of Strongbow at the local JD Wetherspoon makes me more than a little bit sad. But the ad is delightful!
What are some of your favourite celebrity cameos in the world of advertising? Sound off in the comments below!
Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster in the UK.
