In previous commercials Fisherman’s Friend was always used to camouflage someone’s emotions – wide-shouldered men could blame their tears on Fisherman’s Friend using the pay off “strong stuff, eh.” But this time the lozenge is used as a means to actually fake emotions. Funnily enough this move immediately positions the brand in the realm of cool male brands – save the somewhat dorky male character. The only thing that’s not so strong about this concept is that it made us immediately think of this Amstel commercial – in which the first scene is exactly the same and the twist similar – from the famous 3-friends series. Not a surprise if you know that the agency behind it, Alfred, is known for being a master in remaking concepts. Since the execution is always spot on though, we kind of forgive them. The credits for the great execution should also go to director Rogier Hesp (Caviar) and DOP Steve Walker, of course.
Two years ago, during the World Championships of Football in South Africa, there was a German Octopus becoming world famous for rightly predicting the results of all the German matches. On top of that he predicted Spain to win against Holland in the final – true again. This inspired FHV/BBDO, production agency Caviar, and US Media to create this cross-over spoof, based on Octopus Paul, Big Brother, and Holland’s Next Top Model. Tim de Waard, copywriter at FHV; “We were already playing with the idea to find the next Octopus Paul. And when we found out that the local petting zoo needed volunteers and money to survive, everything came together. We decided to create this for them.” On a dedicated website you can follow all the predictions – and contact the zoo to volunteer or donate money, of course. A sympathetic and refreshing concept among all the commercial Euro2012 clutter that is driving us mad.
We’re slightly late with this commercial, cause the Mad Marathon sales at department store de Bijenkorf are already over, but it’s a pretty thing – just like in 2010 and 2011 art directed with a fresh, distinctive style. And it doesn’t need much explanation. Created by Selmore, directed by Bram van Alphen (Caviar), and sound by Audentity.
A little tune – with the gripping title ‘Fack & fall (in love)’ – and a little fun by The Scotty Pippens and director Elwin Bes from production agency Caviar Amsterdam. According to Caviar this “track’s electro pop disco beats are set against a narrative that gives new meaning to the phrase ‘put that in your pipe and smoke it.’” Very classy
It’s not easy to start a new financial service these days. Especially when it’s an investment service. Some see opportunities though. And since today transparency is key, you can imagine how ‘Open’ came out of the brand name brainstorm. What we don’t really understand is the random ‘h’ in there. Even if you want to own a short URL, oHpen does make quite a weird name – especially if you’re dyslectic. And while we’re at it; the logo (created by …, Staat) is a bit too grey in our opinion. This brand is about a fresh start, a new dawn. What’s more, there’s a foundation behind Ohpen – we found out on their website – that strives to create a better world. So we would have opted for a more colorful logo. Anyway, the voice over: “It’s a natural law; everything starts small. Just like an asset. That’s why Ohpen is the first in Europe to introduce index-investing and keeps it simple and responsible. So whether you have 1 million euros or just the one; Ohpen is there for everyone. Because everything that ends big, starts small.” So that’s why this pleasant film is shown in reverse. You see how money is made; and it all starts with a cotton plant. Got it. Created by SSSS & Orchestra, directed by Bruce St. Clair (Caviar), and music by Massive Music.
We’ve seen commercials before in which the car is depicted as a toy for a boy. But this ad, celebrating the white trash car, is not just that. If you buy it as a man you’ll not only have a midlife crisis, you’ll also have an instant relationship crisis. What a brilliant (online) film, quickly switching between the aesthetics of real men riding their horsepowers and the hysteria of their other halves, using the hidden – but staged – camera trend. The two scenes alternating are so extremely different from each other that the ad doesn’t look like anything else and turns this Toyota GT86 into a poignantly attractive object. It was created by Happiness Brussels, produced by Caviar, directed by Arnaud Uyttenhove, and shot by Dimitri Karakatsanis.
Would have been cooler if there had been one instance of a woman buying the car for a guy who became hysterical (seriously: us women can afford to buy cars). Instead of just portraying women getting hysterical. Because that’s what we do, right? Sigh.
This is great!!
@Pip
You’re certainly right about the film being very stereotypical (“Sigh”) – if not sexist. However, that’s exactly the concept and that makes it such a great commercial – in our (male) opinion. You’re version would be the female perspective and thus not attractive for the kind of guy that wants to joyride this car.
uhhh how about how the music was stolen from english band WU LYFE and the video even uses dramatics elements from the song’s music video.. Toyota and Happiness Brussels should be ashamed having stolen the music to make this ad.
From the band:
“TO ANYBODY INTERESTED AS TO WHY WE ARE FEATURED IN A TOYOTA ADVERT:
We too are interested to know why our music is featured in a sexist sports car advert that encourages men to live out their ‘inner chauvinist’.
We have not consented to this, we have not earned a penny from this and on behalf of the band I am fucking angry about this.
@Wu Stealing
Send us (mail [at] amsterdamadblog . com) your contact details and we will get you in touch with the right person from the production company.
We too are interested to know why our music is featured in a sexist sports car advert that encourages men to live out their ‘inner chauvinist’.
Whoa, it is just music. You realize different people listen to and like your music, and yet each and every listener has a different perspective on life, some of which you may consider sexist/cisgender/chauvinistic. Diversity is a bitch for sure, and it does hurt to realize that people don’t identify with the music AND to your own moral compass/ideological (false consciousness)coordinates—they should know better. But honestly, the only reason this complaint holds no water is due to its blatant support of the most gender ENGENDERING system instilling instrumental rationality by means of the patriarchal dichotomy powerless (slave)/powerful (masters)—CAPITALISM!!! Destroy the masters and you will have no slaves. Destroy the concept of man and you will no longer have the concept of woman. Nature does not exist. Man does not Exist. Woman (does not exist)
“We have not consented to this, we have not earned a penny from this and on behalf of the band I am fucking angry about this.” ape victim
Awesome advert. The band should be proud that the music was used to promote male agency and power. There is no such thing as ‘inner chauvinst’. Men are human beings with their own thoughts, feelings, emotions and aspirations. The possibility that women don’t agree with them is subject for debate not censorship.
Where did the video go?
It has been removed for intellectual property reasons.
What does that mean? I highly enjoyed this video and beg that you please reupload the video. It was amazing and inspiring work!