Alex Grieve and Adrian Rossi
Executive creative directors, Abbott Mead Vickers BBDO
As you get older, something happens. Time seems to speed up. It’s quite disconcerting. But then we discovered something. In the 1940s, the average length of a film shot was ten seconds. Now it’s four. In the past 25 years, walking speeds have increased by 10%. Even chickens now grow four times quicker than 50 years ago. So you see it’s nothing to do with age – the world really is speeding up. To reflect this, we’ve endeavoured to produce a suitably speeded-up Private View.
MoneySupermarket.com (2). First time: epic. Second time: got away with it. Third time: ?!?
Belstaff (1). Here Be Dragons. Here could be the start of something.
Time Out (5). Needed more time put into the idea.
Yakult (4). Twenty-nine views on YouTube.
McDonald’s (3). We’re not lovin’ it.
How do you think that went? Like that McDonald’s Chicken Legend, you probably found this super-accelerated Private View a bit unsatisfying. Where’s the analysis? Instead of criticism, how about some constructive criticism? Be clever, not clever clogs. And you know what? We agree with you. Because while speed tickles our adrenal gland and makes us feel alive, it doesn’t always provide clarity. It can be hard to see when all you see is the blur of the world whizzing by. So, yes, we need to embrace speed but maybe, just maybe, we need to understand that to get the very best ideas – the ones that actually change things – every now and then we also need to sloooooowwwww down. And look out the window. And dream.
Co-president and chief creative officer, McCann London
So we’re just over halfway through (life on Earth). The first living molecules appeared roughly 3.8 billion years ago and, by current estimations, the last cells will be snuffed out in another 3.2 billion when the sun becomes a red giant and engulfs the earth. We have just entered the Anthropocene (a watershed epoch) so have a responsibility to ensure future generations are equipped to take care of the planet that they will inherit – or at least destroy it in a way they see fit.
Meanwhile, conventional business practices, financial structures and national sovereignty are working hard for their survival and Donald Trump just announced that Leonardo DiCaprio isn’t hot any more. So what exactly is going on, and what should we be focusing on to ensure we make it through as a nation and, ultimately, as a species?
According to Sir Ken Robinson, it’s just one thing: the nurturing of creativity. So are there any burning embers of creativity here, or are we heading towards a painful and protracted death likely brought about by quarterly financial reviews, self-perpetuating mandatories, stodgy thinking and weak ambition?
First up, MoneySupermarket.com (2). A cinematic dance-off between some suits and some builders. When this campaign first broke, it was obvious Mother had found something of beauty. The lead dancer was mesmerising and I couldn’t take my eyes off him. In this spot, he is obscured by other dancers, but my eyes still search for him – trying to resolve the physiology of a body moving in that way. The pathos in his eyes, the power in his expression. Constrained before, but now set free. Perfect casting. Funny idea. Let’s preserve the importance of casting for future generations (in all senses).
Next up, McDonald’s (3). The minimum requirement of any communication is that it makes sense. I watched this ad three times and still struggled. Who’s "we"? If it’s one of the judo class members, then they presumably wouldn’t know about the deal. So Elliot deserves a Legend sandwich, because he’s a legend for trying things first? But if you extrapolate the simile, he gets beaten up by the instructor. Can we expect to be equally let down by the sandwich? The sandwich does, however, look very tasty. So all that we can be reminded of here is that when selling food, make it look good. Not teaching future generations much more than the basics.
Time Out (5) print campaign. Neither my head nor my heart is responding. The activation sounds more interesting. Was it effective?
Belstaff (1). I like this. A bit 90s Diesel, but well-executed and a welcome break from "sadvertising".
I want to see more from this campaign. Well-written, well-shot and shows attitude and bravery. Creativity? Attitude and bravery get you a long way here.
Yakult (4). This work is totally OK, but a bit forgettable. Not as nice as the old, simple (almost Danish-looking) Yakult work. Not super-creative, but an attempt at least.
So just 3.2 billion years to go now. My money’s on the jellyfish, Trump and Sir Martin. Enjoy the ride.