Ad of the Day – April 30 (New York)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: The Brooklyn Brothers
  • Location: New York
  • Client: Jaguar F-Type
  • Name: “Desire”
  • Category: Short Film

Why I like it: The uncomfortable truth is that once you realize that this is a 13 minute short film, most of you won’t watch it (too long! who has such time?). Which immediately calls the whole thing into question (if we don’t care enough to watch a good piece of work…who will?) But let’s that aside for a moment. Even better, let’s set it aside for 13 minutes while you watch the film:) It’s quite flawless, really. Great casting featuring Damien Lewis. Superb acting ranging from the over-the-top villain to the cool-as-a-cucumber hero. Striking cinematography, taking full advantage of the arid wasteland (check out the upside-down aerial shot during the credits!) The plot is nicely paced, never lingering too long, and neither rushing things in the all-to-common action flick way. There’s even a twist at the end which I didn’t see coming. The sound design is fantastic, giving us the guttural roar of the engine in all the right places. And oh, yes…the car! What about it? Here is where the skill really shows: they nailed the precious balance at the core of all good product placement films: Just enough car so that you take it in with lustful eyes…but never so much that your brain says “wait! this is an ad! I’ve been tricked!” Watch the tense exchange beginning at minute 9 and you’ll see a master-class in layering product information within the story, not on top of the story. All in all, this film works. Despite its length it feels compact, not to mention ambitious, rich, and sophisticated. To borrow a quote from the late Roger Ebert (he wrote it about movies, but it works well here too): “No good film is long enough, and no bad movie is short enough.”

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