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The Week in Advertising

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72andSunny Amsterdam – If Carlsberg Did Haircuts

Carlsberg recently launched the latest instalment in its ongoing “If Carlsberg did” films, a series that has historically been a little hit or miss, but is firing on all cylinders here. Created by 72andSunny Amsterdam, the spot draws on the lager brand’s celebrated sense of humour to reinvigorate the haircut experience, often characterised by long queues, hollow small talk and long minutes of staring at your own face in the mirror. For the spot, Carlsberg creates a fantasy where mirrors are replaced with epic Scandinavian fjords, ninja-precision razor cuts and a barbershop quartet serenading customers on entry. The campaign serves to underline the limited edition shampoo, conditioner and body lotion (all of which contain actual traces of the lager) the brand released earlier this month.

Carlsberg and 72andSunny Amsterdam have launched the latest instalment in the ongoing “If Carlsberg did” films

The 72 second film will also run in 30 and 40 second versions, along with five and 10 second social edits, and will launch online and across local TV stations in the UK and Sweden before rolling out to other international markets. Carlsberg vice president Mikkel Pilemand said of the film: “Personally I've always dreamed of getting my hair cut with a freshly served Carlsberg beer instead of a lukewarm coffee.” 72andSunny Amsterdam MD Nic Owen, meanwhile, added: “Sharply styled dogs, hair reviving clippers, a pumped up barbershop quartet and a refreshing pint with your short back and sides. If only Carlsberg did do haircuts.”

 

DDB Paris – The Man Who Died The Most In Movies

DDB Paris launched a darkly comical new spot this week for the Agence de la Biomédecine. The spot, titled quite aptly “The Man Who Died the Most,” aims to raise awareness about the benefits of organ donation amongst young French people. The spot's subtitle: “How the multiple deaths of Robert Cronejager can raise awareness of organ donation among young people,” sums up the basis of the 90 second film, which follows the fictional actor as his dies time and time again as a gladiator, a cowboy, a gangster, and more. The spot hopes to inspire a dialogue between young people and their families about organ donation before it's too late by taking a comedic look at just how unexpectedly death can come to us all. A little grim perhaps, put then the French have always been known for their gallows humour, and it makes a valid point.

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Iris Worldwide – Real Perfection

A new film from Iris Worldwide and director Ben Dawkins for Adidas, showcases the Real Madrid Galacticos line-up and the club’s new white on white kit in pure, crisp moments of slow motion action. The surprisingly elegant film was shot on location at the club’s training centre in Spain, with each player shot on a Phantom high-speed camera as they worked quickly and meticulously, creating something that would appear flawless and smooth in a frenetic environment. The result is a film that feels more like a high-budget music video than a conventional spot, and should appeal not only to sports fans, but to anyone who has ever been impressed by slow-motion video (so that's everyone then). The online piece has already racked up over a million hits a day on Facebook since it was launched this week.

Real Perfection” showcases the Real Madrid Galacticos line-up and the club’s new white on white kit in pure, crisp moments of slow motion action

“We were extremely lucky to have so many experienced and talented people collaborating on this who still had the drive and passion needed to continue delivering when plans change and time is running away,” said Dawkins, who shot the film for The Sweet Shop. “Our DOP Tim Maurice-Jones was exceptional, delivering brilliant images and never tiring despite the complexities of the shoot.” Electric Theatre’s Aubrey Woodiwiss and Urick Van Impe, and James Rosen at Final Cut, also worked on the film, crafting and polishing the numerous slow-motion moments into one cohesive and beautiful film.

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BETC Paris – The Stone

French broadcaster CANAL+ recently released a new 100% wifi box, and to illustrate the immersive, HD experience the device offers, BETC Paris has created an epic, tongue-in-cheek sci-fi inspired short. Shot in Iceland by director Antoine Bardou-Jaquet, the film imagines what happens when a viewer first connects their 100% box in a parallel world populated by gigantic robots and stone-bearers in capes. It's like Halo as spoofed by Mel Brookes, and it's quite brilliant, with an epic scope that gives way to a surprisingly light-hearted climax. BETC Paris creative director Olivier Apers said of the film: “We’re really happy with it, but also a bit frustrated because it feels like we’ve created a trailer for a movie that doesn’t exist. Not yet at least!” We'd hasten to agree with that Oliver.

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Saatchi & Saatchi – Silver Skaters

Saatchi & Saatchi London launched their first global brand campaign for Swedish premium cider brand Rekorderlig this week. “Silver Skaters” is based around a 60 second ad, which features a pair of hirsute ice skaters and their evangelical coach, whose euphoric chants couldn't help but remind us of the classic chill-out hit “Return to Innocence” by Enigma. And that's a good thing. Created to feel undeniably Swedish, the idea was born out of the thought that there is something invigorating & refreshing about seeing someone skating on ice on a sunny day under a blue, which evokes a feeling akin to drinking a cold cider on a hot day.

Saatchi & Saatchi London launched their first global brand campaign for Swedish premium cider brand Rekorderlig this week

The aim of the ad is to drive awareness for Rekorderlig globally, with the skater’s story acting as mascots for the campaign and the brand. The film was directed by Andreas Nilsson, the Swedish artist and award-winning director best known for his contributions to the music videos of 2 Chainz, The Knife, MGMT and Goldfrapp, and aims to capture the essence of Scandinavian style as part of the brand’s “Beautifully Swedish.” The campaign also encompasses a 30 second cut down, and 12 additional edits as part of a multi-layered social campaign targeting consumers across Instagram and Facebook. The work launches online on 10th July and will subsequently run internationally in cinema, online, OOH and in-store.

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