and Dean Stefanides
Client: Old Navy
Director: Jesse Peretz, X-Ray
Can someone please tell us what the hell is going on here? When this spot opens, we're behind the scenes of what appears to be an Old Navy fashion show. Models are scurrying back and forth getting ready. Coordinators are coordinating things. And one-time supermodel Jerry Hall is trying in vain to get in. Innocent enough, right? Right, until you realize that the show is being run by some dog named Magic. Maybe we're not as hip as we'd like to think we are (a high probability), but there's one thing we're quite certain of: These commercials aren't nearly as hip as these guys think they are.
Agency: Ammirati Puris Lintas/New York
There's an old saying in this business: "Don't tell me. Sell me." Well, this campaign sells, and it sells hard. Each ad features a striking visual, with three captions highlighting the differences between 360 dpi printers, 720 dpi printers and Epson's new 1440 dpi printers. In the first ad we see a woman in a bathing suit. The caption tells us, "At 360 dpi you see a lady in her bathing suit. At 720 dpi you see her bathing suit is wet. At 1440 dpi you see her bathing suit is painted on." Another ad, featuring a diamond, says: "At 360 dpi you see a stone. At 720 dpi you see a diamond. At 1440 you see a fake." In both ads you clearly see what they're talking about. We're sold.
Agency: Fallon McElligott
Director: Lance Kelleher, Ritts/Hayden
After years of penguins, boats and opera singers, it's nice to see BMW return to its roots, and to do so via the first true campaign we've seen from them in a long time. Everything about these spots says performance. The beautiful b&w. The aggressive editing. The driving techno track. And above all else, the message, interjected through supers. The best of which is for the Z3 coupe: "Happiness is not around the corner. Happiness is the corner." With this campaign, BMW is doing exactly what they should be doing. BMW advertising.
Client: Victoria's Secret
Agency: Edwin Kramer Associates
Director: Penny Marshall, Johnson Burnett Productions
Imagine this: Six of the world's most beautiful models clad in nothing but Victoria's Secret underwear. Add Dennis Miller, one of the world's most insightfully witty comedians. Something good must come of this, no? No.
Client: MCS Canon
Agency: Devito Verdi
Director: Susan Buster Thomas, Match Film
In case you haven't noticed, a common theme in this month's review is simplicity. It seems that in this age of elaborate production, simple ideas stand out more and more. This MCS Canon copiers campaign is a good example. One :15 opens on color bars. The announcer says, "We interrupt this program for an important message. No one duplicates better color than we do," at which point the camera pulls back to reveal we've actually been looking at a photocopy of color bars. Another spot opens on beautiful footage of a forest. The announcer says, "Save the trees. Buy a better copier." Simple. Smart. And refreshingly single-minded.
Director: Mark Pellington, Crossroads
There's still nothing quite as powerful as a simple demonstration, and Ikea uses the technique to its fullest in this new campaign. Right before our eyes, we see an Ikea SWAT team come in and turn a New York City subway car into a comfortable, great-looking living space. In a second commercial, they do the same to an operating room. One minor peeve: in both spots, the announcer concludes, "If Ikea has everything to make this basement livable, imagine the