Android: ‘Monotune’ (starts at 00:06) - US
As the “making of” film makes clear, the team behind this advert for Android went to extraordinary lengths to make their point. Rather than taking advantage of post-production techniques, they actually re-engineered a piano so each key produced the same note and obliged professional pianist Ji Yong Kim to see what kind of music he could make with it. All in the name of implying that iPhone devotees are mindless clones.
Agency: Droga5 (New York)
Director: Jonathan Glazer
Samsung: ‘The Only Way To Know’ (starts at 01:07) - US
This beautiful representation of the odyssey towards Olympic greatness features battles with self-doubt evolving into something more hopeful in a fashion that puts you on the edge of your seat. It’s a style of advertising that can be overblown and bombastic, but when done well it can result in a really compelling piece of film - and this is terrific.
Agency: 72andSunny
Director: Christopher Riggert
Anchor Milk: ‘Go Strong’ (starts at 02:47) - New Zealand
Australian-Japanese director Kiku Ohe has pulled out all the stops in this solemn New Zealand commercial for Anchor which urges the locals to ‘go strong’ in pursuit of whatever moves them. It incorporates a rugged sailor; a transgender beauty queen; and a collection of grannies practising a haka... that’s not a sentence you expected to read today, is it?
Agency: Colenso BBDO (Auckland)
Director: Kiku Ohe
Mobile Strike: ‘Arnold’s Fight’ (starts at 04:08) - UK
Arnold Schwarzenegger trades on his reputation for enjoying nihilistic mayhem in a scene which appears to have him fighting off determined News of the Word reporters trying to get hold of his mobile phone. It’s downright silly but Arnie’s fans seem certain to enjoy it and will be desperate to download this free game... if they can just figure out where to find the “Up Store”.
Agency: Twofifteen McCann
Director: Henry Hobson
Toyota Prius: ‘The Longest Chase’ (starts at 05:13) - US
Fans of The Wire will notice something very familiar about this gang of ham-fisted bank robbers. In a nod to the drama’s second season, Toyota have reunited three members of the Sobotka family (actors Chris Bauer, Pablo Schreiber, and James Ransone) for some light-hearted criminal activity. Along the way, they make the case for the environmentally-friendly vehicle.
Agency: Saatchi & Saatchi (Los Angeles)
Director: Lance Acord
Toyota Prius: ‘Heck on Wheels’ (starts at 06:47) - US
If you’re going to challenge mistaken perceptions about your car, you may as well go the whole hog – and directorial duo Terri Timely has done exactly that in this exceedingly daft piece... also for the Toyota’s Prius. It is – according to the lyrics of the advert’s magnificent silly song – “heck on wheels”.
Agency: Saatchi & Saatchi (Los Angeles)
Director: Terri Timely
Jason Stone is the editor of David Reviews
