Pampers: ‘Royal Babies’ (starts at 00:06) - UK
William and Kate’s daughter wasn’t the only baby born last Saturday and this touching piece of work for Pampers reminds viewers that all those who became parents at the weekend will consider their new child to be a prince or a princess. A team working under documentary director Elizabeth Stopford put this together in just 24 hours and had it on television before the Cambridges had even decided on a name for their new arrival.
Agency: Saatchi & Saatchi
Director: Elizabeth Stopford
Audi: ‘Birth’ (starts at 01:38) - UK
Features director Rupert Sanders (Snow White and the Huntsman) acted as creative consultant on this project which was made entirely using CGI by The Mill in London. The post-production company, famous for its Doctor Who special effects, helped to create the illusion that the car is being “born” rather than “built” at the manufacturer’s factories.
Agency: Bartle Bogle Hegarty
Director: Andrew Proctor
Honda: ‘Feeling’ (starts at 03:31) - UK
This immensely detailed film showing how Honda’s boffins create the feeling you get when you drive their car is a fantastic-looking piece of work. The idea isn’t as clear as it might be but because this prompts you to stare at the screen trying to figure it out, it’s not necessarily a bad thing.
Agency: Wieden + Kennedy
Director: Johnny Hardstaff
Ram Trucks: ‘Courage Is Already Inside’ (starts at 04:36) - US
The go-getting women in this US commercial for Ram Trucks are probably no more representative of those who actually drive the vehicles than David Beckham is representative of men who wear H&M underpants. Nonetheless, this does a fantastic job of allowing women to see themselves as warriors.
Agency: The Richards Group (Dallas)
Director: Jaci Judelson
Prudential: ‘The Fishermen’ (starts at 05:40) - South Africa
Life for the fishermen of Madagascar looks so tough in this remarkably beautiful South African commercial for Prudential that this could almost be a recruitment video for Somali pirates. In fact, it’s a homage to the family values of those who risk their lives every day to catch the fish that sustains their community.
Agency: Lowe Cape Town
Director: Kim Geldenhuys
Nescafé: ‘3 in 1’ (starts at 07:30) - France
It’s surprising that so much love and effort has gone into this marvellous French commercial for Nescafé as our friends across the Channel don’t actually drink very much of the stuff ... much preferring the reward of properly-made coffee. Director Jean-Paul Frenay’s film exudes quality and this might even persuade the target market to set aside their snobbery and give instant coffee a go.
Agency: Publicis Conseil (Paris)
Director: Jean-Paul Frenay
Jason Stone is the editor of David Reviews
