Creative Corner / November
Writer/Director Gavin Knight shares some of his favourite films
This is the second guest blog taking a look at creative ideas and films by Gavin Knight. An award winning writer and director, he makes compelling content for brands. Check out his other articles on Medium and read more about him below…
XMAS ADVERTS: THERE’S MORE CHEER IN BRUTAL HONESTY THAN MAWKISH ANIMATIONS!
This month, Gavin casts an eye on 2020’s crop of Christmas commercials.
I’ve watched nearly every Christmas advert that’s been released so far & it’s not even December, but I’m obsessed by them…and I’ve got a bit more time on my hands thanks to our second lockdown.
Everyone was looking forward to the new Waitrose/John Lewis film but it’s a huge disappointment. This year of all years it’s a cop out to go with animation. Lo & behold they’re all at it: Disney, McDonalds, Lidl, TK Maxx…and they all look the same. The same sickly sweet Christmas messages about peace, love & happiness as if nothing in the real world has changed. At least TKMaxx’s advert is funny & mentions a hard year.
Don’t these brands and agencies realise that as a result of this pandemic there are thousands & thousands of actors, self-employed film technicians & other freelance creative people who’d desperately like to work on a location shoot!? Animation may be Covid-safe but it’s dull.
There are two adverts that buck this trend & they’re outstanding. You’ve probably seen the Amazon advert — it rewards multiple viewings:
AMAZON— ‘The Show Must Go On’
The film from Lucky Generals is directed by Melina Matsoukas through Prettybird. It is both beautiful & emotional because it recognises the disappointments most of us are going to face this Christmas for one reason or another. But her film is also full of hope because whatever happens ‘the show must go on’! And it’s cut to a grand remix of the famous Queen track.
The question is: Did Melina know, in casting the French ballerina, Tais Vinola, that she looks EXACTLY like the ballerina the UK Govt posters advised to get another job!? ‘Fatima’s next job could be in Cyber (she just doesn’t know it yet)’ — widely mocked on social media & subsequently scrapped. (see image below)
It may be a ‘lucky’ coincidence, but I like to think Amazon is telling the UK Govt to open up the creative world & events again? Fatima would prefer to dance…and I know plenty of creatives & crew who’d love to help her.
The other advert is for Plenty Kitchen Towels. It may not have the same global budget as Amazon but AMV BBDO hit the mark with ‘Xmess’:
PLENTY KITCHEN ROLL — ‘Xmess’
Everything that could go wrong does go wrong, a bit like 2020, but it’s funny. Humour is a great tonic during times of stress. It is cut to the track ‘Love Hurts’ by Nazareth, and is directed by Emmy-nominated director, Steve Rogers through Somesuch. I won’t describe all the mishaps but it’s a joy to watch how the characters interact.
Steve said this: “I just felt that Christmas is rarely represented as it really is, and I thought this was a wonderful opportunity to be a little more honest. The odd thing is, that for most of us, despite the madness, we keep going back for more, year after year. It’s a strange and masochistic reflection of our deep familial love.”
Every year we host a big Christmas for my family & it’s always chaotic and messy. This campaign not only shows a more honest version of love at Christmas, it also shows what we’ll be missing if Covid or the Govt get in our way. That’s why we love Christmas & we’ll miss it if we can’t get messy together.
More about our contributor, Gavin Knight
Gavin Knight is on a mission against brand gobbledegook, delivering one beautiful film at a time.
He makes compelling content for brands such as Microsoft, Deloitte & the Financial Times using documentary, drama or humour (sometimes all three!). Gavin started his career in TV as a runner. He soon became a Producer & has worked around the globe in search of the perfect story through agencies such as WorldWide (TV/Corporate) & then as a co-owner of Firehouse (Commercials/Branded Content).
Now freelance, his work has won over 30 International awards including three Best of Festivals & seven GOLD Awards @BFI EVCOM London Film Festival.
Gavin’s Website
Gavin’s Medium Blog
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