Wim Wenders directs Carling Premier spot

Wim Wenders, the acclaimed director of Paris Texas and Wings of Desire, has shot his first commercial in the UK, for Bass Brewers’ Carling Premier brand.

Wim Wenders, the acclaimed director of Paris Texas and Wings of

Desire, has shot his first commercial in the UK, for Bass Brewers’

Carling Premier brand.



Created by WCRS, ’bike’ is set in a surreal, dream-like world,

reminiscent of a Wenders film, where a man on a brilliant orange bicycle

rides across a 100-feet long trapeze wire across a waterfall. Onlookers

gaze in wonder at the rider, yet to him the feat seems effortless.



The man is next seen in a white Premier bar, drinking a pint of Carling

Premier. He sees a bicycle hanging from the ceiling and wonders to

himself whose it is. Reading his thoughts, the barmaid tells him it’s

his.



The audience is left wondering whether the stunt really happened or

whether it was a dream. The end title explains: ’Carling Premier ... so

smooth it’s effortless.’



The 40-second commercial, which breaks on TV on Friday, is the third in

WCRS’s campaign for Carling Premier. The first two executions focused on

a man’s odyssey in a world that had gone mad - with people living in

cars and treating water as a precious commodity.



’The structure and tone of the (new ad) have moved on,’ Emma Howarth,

board account director on Bass at WCRS, said. ’The hero is no longer

thriving in a world that has lost its head. Instead, he shows how he can

accomplish a seemingly difficult feat easily and effortlessly.’



The ads were art directed by Tim Robertson and written by Steve

Little.



The commercial, which will also appear in cinemas later in the year, was

shot on location in Iceland through the production company, the End.



Commenting on his participation, Wenders said: ’I was attracted to the

story when I read that ’effortless’ was the key to it. It reminded me of

the main concern I had for Wings of Desire.’ Wenders has only directed

commercials for the Italian and US markets until now.



Post-production was completed at Rushes by the Inferno artist, Bill

McNamara.



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