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Posts Tagged ‘Michel Gondry’

Michel Gondry Directs ‘Training Tracks’ for Gillette

To celebrate the end of NFL training camps and the start of the regular season, Gillette and BBDO NY released “Training Tracks” a music video using only the sounds of NFL players and other athletes training.

Who could pull of such an unusual, even avant-garde concept? Probably only Academy Award-winning director Michel Gondry. So that’s who they got. Gondry directs the spot, based on a track conceived by Phil Mossman of LCD Soundsystem fame. The “music experiment” was produced at the acclaimed Ocean Way Studios in Hollywood.

“Training Tracks” features NFL stars Champ Bailey, Kayvon Webster, BenJarvus Green-Ellis and Giovani Berard, as well as former Notre Dame offensive guard Mike Golic, Jr., all of whom participated in Gillette’s  “Built for Training” program this summer. You may not recognize all the athletes as they come into and out of focus, but the sounds they make work surprisingly well. The spot is also expertly shot (obviously) and a much-welcome departure from Gillette’s normal blase approach to advertising (or worse yet, that terrible Adrien Brody/Andre 3000/Gael García Bernal campaign). Let’s hope they continue putting out more interesting and unique (an overused word in the ad world for sure, but one that definitely applies here) work like this spot with new agency Grey in the future. Read more

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IKEA Takes Us Behind the Scenes, In a Sense, of its Playful New Spot

A few days after unveiling a nifty, two-minute music video that promotes its UK brand strategy revamp, IKEA has rolled out a making-of clip that’s not quite what you’d expect. Instead of the usual interviews with the production teams, soundbites/footage of people  yelling “action,” shots of the hi-tech equipment being used and other trimmings that come with behind-the-scenes videos, IKEA and Mother tell us what the experience was like from the perspective of one of the characters involved.

Ladies and gents, meet “Darren the Bear,” an oversized, yet cuddly beast complete with thick Scottish accent who also happens to be part of the overnight cleaning crew at IKEA. Yes, folks, like the initial “Playing with My Friends” video itself, the making of is a little silly, a little playful and a little different altogether. Suddenly, we feel like watching a Michel Gondry or Spike Jonze film .

Thursday Morning Stir

-Cannes Lions 2012 entries are now open. link

-Definition 6 developed a Facebook horseracing app to help promote the new HBO show, Luck. link

-Meanwhile, a USA Today survey found that consumers aren’t too thrilled about Google and Facebook’s new business practices. link

-Patricia A. Clifford will serve in a dual role as global chief talent officer at Arnold Worldwide as well as its parent, Havas.

-We overlooked this pretty interesting Japanese commercial directed by none other than Michel Gondry. link

-JWT is also making executive changes in London. link

MRM Creative Joins Music Video Business

Few And Far Between – Don’t Slow Down Music Video 718 fps from Stefan Haverkamp on Vimeo.

It was a little over a month ago that Tangible Worldwide created the music video for Y La Bamba’s “Juniper.” So, as predicted, other creatives are following suit. This time around, MRM Worldwide’s Stefan Haverkamp does directing duty in the above music video for Brooklyn by way of Detroit rockers Few and Far Between.

While the goofy video may scare off those offended by a dude in his underwear drilling into rock or find the video’s play on the song’s title, “Can’t Slow Down,” just plain annoying, it’s honestly a very well-crafted and produced video for a band that no one has ever heard of. In fact, put it aside any videos playing on MTV right now (there are like two that play during show credits), and it’s a worthy contender for a VMA. As easy as it is for an amateur band to sound well beyond their years due to the miracle of ProTools, it’s even easier to have a professional looking music video due to a wealth of advertising creatives with, apparently, some free time on their hands.

With this second example of advertising industry veterans jumping into a business once dominated by names like Spike Jonze, Chris Cunningham, Hype Williams, Michel Gondry and David LaChapelle, the question is no longer “if” creatives will continue in this business but “why.” Well, one can assume that with YouTube being the main way music videos are now consumed by fans, the barrier to entry is now far lower than it was when cable executives stood in the way. Add to that small bands wanting national exposure, advertising creatives’ familiarity with viral marketing and a low price tag for their services, and you have an entire new set of names in control of a music industry that needs some good (or at least, big) ideas. It’s as much of an opportunity for individuals as it is for well-established agencies.

Credits after the jump.
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