CAMPAIGN CRAFT: PORTFOLIO; Andy Wilson

Hiring the celebrity public relations man, Mark Borkowski, has paid off for the director of Cracker, Andy Wilson, and his chums at the new production company, Impossible Impact. They wanted to launch with a bang, and they’ve been everywhere.

Hiring the celebrity public relations man, Mark Borkowski, has paid off

for the director of Cracker, Andy Wilson, and his chums at the new

production company, Impossible Impact. They wanted to launch with a

bang, and they’ve been everywhere.



Wilson has been making ads for years. Howell Henry Chaldecott Lury’s in-

yer-face Ronseal spots were among his earliest. More recently, he has

directed ads for Woolworths and Do It All and made the headlines with

the latest ‘political’ commercial for Homepride sauces, again through

Howell Henry.



‘It’s important,’ he says, referring to the Homepride commercial, which

stars an unstereotypical Asian woman with a strong scouse accent. ‘Ads

can reach out to more people than programmes.’



Not that Wilson is on some sort of political crusade. The script simply

demanded a particular interpretation.



Therein lies the art of the direction, he maintains. ‘People in

advertising pigeonhole you,’ Wilson complains. ‘If they don’t see what

they want on your showreel, they get worried. They should look at the

craft - whether you get good performances out of the actors, whether the

style suits the script. A class director is able to walk between

different styles.’



Commenting on his own personal development, he says: ‘I started out as a

high-comic stylist, but gradually I realised that the most difficult

thing to do is naturalism.’



But his next project, the self-penned Lying Doggo for Alliance Pictures,

will see him move on again - into epic territory.



At 37, Wilson has worked in everything from theatre to the circus - with

the French group, Archaos - via pop videos. Although he is yet to land

any blockbuster ads, he says that commercials will form part of his

long-term future - to keep his hand in, to earn a crust and, simply,

because he likes it.



‘I don’t know a film director who doesn’t do ads,’ he says. ‘Even Spike

Lee does it. It’s a commercial world.’



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