GALLERY 17: Red - Express Yourself

Mobile phone commercials, understandably, tend to stress friendship and communication. Agency DBT decided to approach Icelandic telecom company Islandssimi with a rather different concept. Red aims at the highly competitive 12-20 market and stresses turmoil and self-expression. Jonsson's film is cut fast enough for many of the episodes to be ambiguous, but masturbation, vomiting and group sex are visible in the mix. The commercial was shot in three days, guerilla-style, with scenes often staged without permission. A brave and unusual campaign from a production team all apparently aged under 27.

Product/client: Red/Islandssimi

Agency: DBT Adhouse

Laugavegur 176

105 Reykjavik, Iceland

t: +354 511 2131

f: +354 511 2132


Creative Director: Thorhallur Arnorsson

Art Director: Thorhallur Arnorsson

Writer: Thorhallur Arnorsson

Agency Producer: Snorri

Production company: Saga Film Productions

Laugavegur 176

Reykjavik 105


t: +354 515 4600

f: +354 515 4601


Director: Arni Thor Jonsson

Producers: Beggi Jonsson, Arni Thor Jonsson

Director of Photography: G Magni Agustsson

Post-production company: VTR

64 Dean St

London W1V 5HG, UK

t: +44 20 7437 0026

f: +44 20 7439 9427


Editor: Zuri Jonsson


Sound Design: Nick Cathcart Jones

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