Vince Squibb

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Vince Squibb already earned his place in the advertising history books. As a creative at Lowe London he helped to conceive some of the industry's most honored work for Stella Artois—"Last Orders," "Pilot," and "Ice Skating Priests," to name a few. But the allstar has launched into an exciting new trajectory as a director, having signed full time to Gorgeous Enterprises in January of 2006.

Squibb, 45, began in advertising straight out of college at McCann-Erickson London before moving into his 20-year plus tenure at Lowe. He inched into his next career, shooting part time out of Paul Weiland and Gorgeous, initially on spots he also wrote. Since he started directing fulltime, Squibb's seen his star rise once again, thanks to the Gold Lion-winning and Saatchi New Directors Showcase-featured "The Day You Went to Work," for Transport for London out of M&C Saatchi, a jarring portrayal of what otherwise would have been an uneventful day in the life of a motorcyclist. He also shot the fanciful "Ladybug's Picnic" for Heinz and McCann-Erickson London, which captured a fun-loving and nostalgic summer day in the park.

Squibb never had formal film training, but he says a lot rubbed off from working on Stella with the Iron Chefs of directorial talent: Frank Budgen, Jonathan Glazer, Ivan Zacharias. For example, "I'm sort of quite well known for being very anal about the details, and that's what you get off working with people like Ivan, who worry about every button on a jacket or all the extras in the background," he says.

Details are key to his approach, but performance and talent are what get him going most. One of Squibb's favorite projects is a charming love story for Baci chocolate, about a woman who gets showered with the candy's wrappers by a secret admirer who tends bar at a café she frequents. Given the storyline, "it could have gone dangerously because if you get the casting of the guy wrong, he becomes a nasty sort of weirdo," he laughs. "A number of great actors came in, but when they looked across the bar, it seemed a bit lecherous." Mr. Right turned out to be an actor who had appeared in a Stella commercial— the sneaky beer thief from the Glazer-directed "Devil's Island." Squibb explains, "In real life, women fall in love with him because he's a lovely sort of man, he's soft and gentle."

Squibb admits that the spot veers frightfully close to schmaltz, which is not a problem as far as he's concerned. "I'll sit there and watch While You Were Sleeping and Sleepless in Seattle over and over again," he laughs. "I love all that stuff." And better something make you cry or feel than click the remote, he believes. "So much advertising just passes you by," he explains. "If you can do something with emotion in it, that's so much more than having massive production values."

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