THE BOOK OF LISTS: The 10 Hottest Commercials Directors
campaignlive.co.uk, Tuesday, 17 December 2002 12:00AM
1. FRANK BUDGEN
This veteran director hates the spotlight but Budgen found it hard to avoid this year, picking up award after award for Nike "tag", Levi's "twist", Reebok "sofa" and "cartoon" for the NSPCC . He's on the wishlist of every creative/producer in town and is deservedly our star director of 2002, up from third place last year.
2. DANIEL KLEINMAN
The man behind last year's Cannes Grand Prix contender, John West Salmon's "bear", has had another storming year with ads for Xbox, John Smith's, Durex and Lynx. He may be more well-known for his comedy spots but he is also a master of visually stunning effects.
3. JONATHAN GLAZER
Glazer, up from sixth in this list last year, demonstrated his directorial genius with one of the most talked-about and award-winning ads of the year - Levi's "odyssey". The spectacular spot won at Cannes, the British Television Awards and the One Show but received only a nomination at D&AD. Glazer was also behind another quality BBH ad - the Barclays "fluent in finance" campaign featuring Samuel L Jackson.
4. IVAN ZACHARIAS
The Czech-born Zacharias may look like he should still be at school, but he demonstrated his famously cinematic and intelligent direction with "doctor" for Stella Artois - a Cannes gold Lion winner this year. He's also been busy in the US with ads for Coca-Cola, and a stylish and action-packed campaign for Levi's. This was Bartle Bogle Hegarty New York's first work for the brand and Zacharias ensured that it didn't disappoint.
5. FREDRIK BOND
It's hard to believe that the Swedish-born Bond has taken just three years to rise to fame, culminating in a footballer-style transfer to the US big boys MJZ, who opened a London office this year. Top spots of 2002 include the dark and disturbing Lupo ad for VW and Wrangler's cafe shoot-out, adding to his impressive reel which includes Kiss FM, Skoda and monster.com.
6. RINGAN LEDWIDGE
Harry Nash may have lost its star director, Bond, to the dollar-waving Americans, but Ledwidge is proving that he's more than capable of taking centre stage there. His busy year has resulted in a diverse reel, comprising a thoughtful VW Polo ad, the humorous Sneak "exploding teenager", the cinematic Nestle ad - ground-breaking for the category - and the latest irreverent Super Noodles ads.
7. CHRIS PALMER
Another Gorgeous director who's scooping all the best scripts. This year Palmer poked fun at the French with his Kronenbourg campaign for M&C Saatchi, attracted controversy for the Yorkie ads and moved people with his powerful Teenage Road Safety spot.
Traktor's trademark oddball humour is much in evidence in recent work: Adidas' World Cup campaign, Boddington's and Pot Noodle. And despite being relative newcomers tothe discipline of directing music videos, their ground-breaking work for Basement Jaxx, Fatboy Slim and the Prodigy has created a storm and impressed top talent-spotter Madonna, who recruited them for her latest single, the Bond title track, Die Another Day.
9. PAUL GAY
Paul Gay's simple style and ability to elicit strong performances was much in evidence this year. Top spots include comedy commercials for the US car company Midas, and the award-winning Kaliber ads for Abbott Mead Vickers BBDO, featuring a beer-swilling surgeon.
10. TOM CARTY
An ambitious newcomer to directing whose rapid rise culminated in being named as the Best New Director at the British TV Advertising awards this year. Carty's reel is diverse, visually stunning and belies the perfectionism for which his creative output has long been noted. BBC1's "rush hour"and Boots' "knock-out" mark two of his impressive forays behind the camera this year.
This article was first published on campaignlive.co.uk
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