This ‘documentary’, directed by Eelko Ferwerda (Revolver Media), follows two entrepreneurs that run a business called Instant Poster Power from their van. Ed Lensen, Business Development Manager at Océ, asked Lemon Scented Tea (LST) for “a B2B story that wouldn’t feel B2B”. Well, if that is what he asked, we think LST did a very nice job. We don’t really believe this is a documentary – skeptical as we are.  Though strikingly well cast, these guys aren’t real, their van isn’t real, and their business isn’t real. But since this commercial is only meant as an elaborate and sophisticated “conversation starter” for Océ’s sales team, we think it makes very apt and pleasant advertising. In fact, if we freelancers ever have to buy a “high-end poster printer”, we will happily consider Océ.

Shirt porn, that’s what we thought when seeing this promo for the new black jersey of the Sacramento Kings. Though some people will tell you that black is not a colour at all, the copy written by Lemon Scented Tea will tell you that black is more than a colour; it’s an honour worn by Kings. It will be released during Christmas, at the beginning of the season when the Kings play the LA Lakers.

Last month we wrote about Tribal DDB’s campaign for Philips ‘Make me a morning person’, which asked real people to share their Wake-up Light experiences. Here’s the result; Iris works at Artis and is very grumpy in the morning, but as you can see she has totally changed thanks to the Wake-Up Light. Here‘s another one with Wernke. A new light, A new dawn, so to say. We like the look and feel of this film; the stop motion effects and playful edits make sure Philips doesn’t take itself too seriously – after all we’re talking about an alarm clock here – and give the product the needed emotional touch. Nicely done by Revolver Media.

There’s a Children’s Ombudsman, who actually listens to children. Not everyone does apparently – even the judge doesn’t (!) – so that’s why this lengthy, but impactful film communicates that there is someone who stands up for children’s rights. Commercials like this make you forget that there’s an economic crisis going on. The Netherlands is a very wealthy country. Created by Lemon Scented Tea, produced by Brenninkmeijer & Isaacs, directed by Anne de Clerq and shot by Robbie van Brussel.

Last year we were much impressed by Tribal DDB’s work for the Philips Wake-up Light. The agency made an entire village in the Arctic use a Wake-up Light and share their experiences – they even made a documentary about it. This year Philips and Tribal DDB chose to go for the masses; everyone can test the product (for free). That is, not everyone, but a ‘selected’ group of consumers that ‘Like’ the Wake-up Light Facebook fan page. This group can download an app (on iPhone) to register the ease of waking up on a daily basis. You can also simply do a quiz to find out whether you are a “Morning person” – or a ‘zombie’, ‘grump’, ‘early bird’, etc. Apparently the proof of this product is really in the eating. But it fascinates us that even though this product feels scientifically sound, it is so hard for Philips to make everyone use it. That is, we’ve never come across one except in Tribal DDB’s campaigns. Is it the price of the product (around €100)? The appearance maybe? Or are consumers simply conservative by nature? Probably a bit of each. Anyway, compared to the Wake-up light itself, Tribal DDB has done everything possible to make things look attractive. The film was produced by Mini Vegas and Revolver Media. The animations were done by Keytoon Animation Studio and the website was built by MediaMonks.

‘Go Forth’ is Levi’s new brand proposition. It supports positive change in the world and celebrates today’s “pioneers who are taking action to build a better future”. In this dramatic mini-documentary, created by Wieden+Kennedy and directed by Sanne van Hecke, we see Portuguese street artist Alexandre Farto (aka “Vhils”) nonchalantly wearing a pair of baggy Levi’s and creating a series of street murals that capture the faces of some ‘Berliners’ who embody the ‘Go Forth’ spirit. This branded content made us think of both the Sartorialist film for Intel (by Amsterdam Worldwide) and the mobile printer film for Océ (by Lemon Scented Tea) – though the latter was a fictional documentary. We’re spotting a trend here, in which everyday people are portrayed as heroes. That is, they all do something special and this is enlarged in a documentary-like piece of long(er) form content. It merges real life with the smooth exaggerative qualities of an ad agency and thus subtly incorporates brands into society. It makes (or at least should make) these brands more authentic, credible, and sympathetic.