This subsection of Ad Archive combines best commercials from all over the world according to certain themes, focusing on different creative methods and techniques, on best reels of directors, studios, agencies and brands. The section supplements the collection of prints “ Mysterious coincidences ”. However, in the TV-spots case we are talking about “focus” in particular, making an attempt to categorize creative methods and strategies.

Credits:

Client: Mohawk Flooring
Product: Stain resistant SmartStrand® carpet with DuPont ™ Sorona®.
Agency: Cramer-Krasselt/Milwaukee
Production Company: Bully Pictures
Director: Fredrik Callinggard
Executive Creative Director: Chris Jacobs
Creative Director: Chris Buhrman
Art Director: Jim Root
Copywriter: Sandy DerHovsepian
Agency Producer: Dinah Goris
Executive Producer: Jason Forest
Country: United States of America




To reassure people that it offers substance beneath its style, the new commercial employs stopping power to prove Mohawk SmartStrand can withstand anything your active family and pets can dole out.Using a motion-controlled system, the spot provides a 360-view, story-telling approach showcasing a family frozen in countless acts of carpet damage. From Dad dropping a tray of hot dogs and mustard to children kicking over guacamole and salsa, dropping ice cream sundaes and the kicker—bright red juice, Mom has it in control. “Don’t worry. It’s SmartStrand.”

Credits:

Created for Tribal DDB, Amsterdam, the interactive campaign -- which launches today at www.cinema.philips.com -- promotes Philips’ latest entrant into the television market, the CINEMA 21:9. Since the television’s 21:9 frame lends itself so readily to film, Tribal DDB, Amsterdam commissioned Stink Digital to create a piece of filmed content that could hold its own with Hollywood’s best. Stink Digital director Adam Berg responded with an idea for an epic ‘frozen moment’ cops and robbers shootout sequence that included clowns, explosions, a decimated hospital, and plenty of broken glass, bullet casings and money.

The film, titled Carousel, is the centrepiece of the project. On its own, it clocks in at a (totally coincidental) two minutes and 19 seconds, but Berg conceived it to work as an endless loop. Visitors to the microsite therefore have the option to ‘spin’ through the film’s single take shot repeatedly, to stop on a specific frame, or to watch it at the preordained speed. The film also contains embedded hotspots, which, when triggered, transport the viewer seamlessly from the heavily posted film to a behind-the-scenes version of the same shot. This constant moving between two layers of reality proved one of the project’s biggest and most ambitious production challenges. Other details of the online execution play off the cinematic theme; the microsite’s loader doubles as a credit sequence, while rich media takeover banners drive traffic to the site by teasing viewers with an original Carousel trailer.

All aspects of the production, from the film shoot to web design and development, were conducted by Stink Digital and Tribal DDB Amsterdam.

Agency: Tribal DDB Amsterdam

Credits:

Company: FORSMAN & BODENFORS, SWEDEN, Gothenburg
Executive Creative Director: Reviera
Copywriter: FREDRIK JANSSON
Art Director: Andreas Malm
Agency Producer: MAGNUS KENNHED
Account Supervisor: Eva Carlheim/Olle Victorin
Advertiser's Supervisor: Erik Andersch
Director: Adam Berg
Producer: Anna Adamsson