Why not see who's advertising around the advertising coverage while you're at it?
Published on .
If it's funny—no, make that SUPER funny—chances are good that Gavin Cutler had something to do
with it. In his 20-plus year career, the editor has sifted through miles of footage to craft many of
advertising's most beloved comedic classics, including Cliff Freeman gems for Outpost.com, Fox NBA
(starring Alan and Jerome) and the Traktor-directed Grand Prix winning Fox Sports campaign. After
graduating from an avant garde film program at SUNY Binghamton, Cutler pulled a sharp 180 and
turned to commercials, spending a decade at now shuttered shop First Edition. During that time he
had befriended Ian Mackenzie, and in 1997 the pair founded their eponymous boutique. Not only
have the two "been laughing for the last ten years,"Cutler says, they also run what has become one of
the industry's finest editing outfits. In recent years, Cutler's onslaught of laughs has continued, with
work for FedEx, Publicis's "1-800-Funny" campaign for TBS and the spot that launched a new era of
BK—"Wake Up With the King." 2007 was an especially prolific year. Cutler contributed to the insanity
that is Starburst "Bus Station," and also cut Masterfoods siblings Skittles' "Stable" and "Touch"
(The latter was the most viewed spot of the year on AdCritic).However, the editor does not thrive on
humor alone, evident in spots like the heartwarming GE "Jar" and the multi-awarded Volkswagen
"Safe Happens" campaign.
On cutting Starburst's "Bus Station": "Jesus. Lil' lad. That's a fucked up spot. With the Lil' lad there
were many great moments and it was a lot of 'How do we get from here to there?' I built many constructions
that were all varying degrees of good and fucked up, and the creatives and I sat around for
days debating and laughing."