Abbott Mead Vickers BBDO’s star creative duo, Tom Carty and Walter
Campbell, have produced two gritty television ads for Extract magazine.
The campaign, which launches next week, is steeped in dirty realism,
with two films that feature drug abuse and prostitution.
The two executions, part of a projected set of four, will initially run
on MTV and the cable music channel, the Box, before possibly moving on
to Channel 4. Both are recordings of conversations between real people
and attempt to focus the viewer’s mind on the disembodied voices by
keeping visual distractions to a minimum.
The first, ‘blue’, is a conversation between two young women, who did
not know they were being taped as they talk about their abuse of drugs.
One of the girls speaks about a high that gave her an orgasm and shrugs
off any fear of dying. It ends with the line: ‘It’s a magazine about
real people and real people tell the truth.’
The second ad, ‘red phone’, features the voice of a man in a telephone
box talking to prostitutes, intercut with a dancing man in his underwear
and a crash helmet.
The prostitutes speak explicitly about their services and later, when he
explains that his wife is pregnant, he is told by the prostitutes that
they are not interested in his problems. It ends with the line: ‘It’s a
magazine about real people and real people do strange things.’
According to Ben Arogundade, the publisher and editor of Extract, the
creative treatment accurately portrays the feel of the magazine.
‘The two have a great deal of synergy. Both executions rely on raw
dialogue and that is something you do not get when you talk to
celebrities. You only get that from real people,’ he said.