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- Agency: OwenKessel
- Location: Johannesburg
- Client: Amstel lager
- Name: Chef
- Category: Film
Why I like it: There is much about this that seems like a formulaic story of overcoming adversity, holding on to your dream, etc….and yet, it totally worked for me. There is something different about the way this is put together that makes the film immediately interesting, even inspiring. That “something” is hard to pin down: is it the great music track, that builds and flows with the story without overpowering the piece? Is it the choice to have both the original VO and the English version overlapping each other, adding a genuine feel and bringing us closer to the protagonist’s story? Or is it the great casting and tight editing, which gives depth and human interest to the kitchen crew and makes us care about them during their celebration? It’s all that and much more – who said this stuff was easy? Skeptics may say that there is not enough branding, or that the brand message is similar to others in the category, or even that people will walk away thinking it’s an ad for the ubiquitous Amstel Light, and not for Amstel Lager- and they’d probably be right, too. But on the other hand, this film got noticed, got shared , and made us aware that there is such a thing as Amstel Lager. In this category, that’s called an auspicious start.
Bonus content: check out the other film in this series. Really nice too, with a slightly different structure and energy. http://www.youtube.com/watch?v=TJFVjotVtxQ