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Posts Tagged ‘Lukas Derksen’

Sid Lee NYC Promotes Dan Brooks, Daniel Chandler to Co-Executive Creative Directors

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Sid Lee New York Co-Executive Creative Directors Dan Brooks and Daniel Chandler with Head of Digital Kwame Taylor-Hayford

Lukas Derksen, the managing partner of Sid Lee’s New York offices, announced today the promotion of Dan Brooks and Daniel Chandler to co-executive creative directors, effective immediately.

The creative pair have spent the past several years at Sid Lee, leading creative work on accounts such as Facebook, Absolut, Intel, Sony Playstation, Volkswagen and Rolex. Brooks first joined Sid Lee in 2011 as a senior art director, following a two year stint as a senior creative at 180 Amsterdam, before being made creative director the following year. Chandler joined Sid Lee as a copywriter back in 2010, following four years at Publicis, eventually working his way up to creative director.

“The Dans have been on the forefront of Sid Lee’s rise to the global stage, and both are among our organization’s most talented and multi-dimensional creatives,” said Derksen. “It’s young creative leadership like theirs that’s driving the future of our industry. With them, we are uniquely positioned as one of the most transformative forces in the U.S. agency landscape.”

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Dewar’s Scotch Opts for Muscular Pacifist with Violent Tendencies as Newest Spokesman

From Sid Lee NY comes this spot for Dewar’s Whiskey, featuring a hulk of a man who greatly resembles U.K. murderer and mass criminal Charles Bronson, even sporting Bronson’s trademark mustache. Perhaps it’s no coincidence then that director Isaiah Seret seems to borrow a lot of filming technique for this ad from the 2008 biopic Bronson, which starred actor Tom Hardy as the deranged but lovable psychopath.

Of course, it’s hard to advertise your brand of scotch as the choice of crazy violent people, so Sid Lee aims to give their “Drinking Man” character an incongruous tender side. Nothing drives the ladies crazy like a man who routinely pets doves between beating people to death in bare-knuckle boxing matches. While the spot goes very out of its way to portray the character’s tender side, it also discredits his believability. What, the man I’m supposed to admire chases people on bicycles and has a peace tattoo on his chest? It’s this sort of hypocritical hyperbole that made the  peace sign/”Born to kill” helmet-wearing protagonist of Full Metal Jacket a walking punchline.

As the sexy lady at the end argues, it’s “the most interesting blends that make for the strongest character.” So remember, if you want to appeal to your local tavern’s supermodel clientele, say one thing but do the other. Credits after the jump.

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