Ralph Lauren’s new ‘film’ for the launch of their perfume Notorious, featuring Laetitia Casta, is out in the UK today. It’s directed by the award-winning Wong Kar-Wai, so I thought it would be something interesting. In line with his expertise, it’s a very visually appealing, sexy video, but not ground-breaking. I was expecting something more.
Film is a serious interest of mine, so I did a bit of a search for the best commercials directed by film directors. Not all of them are great – recently, Baz Luhrmann’s ‘Come Walkabout’ ad for Tourism Australia got quite a bit of flak from the advertising community. This list, though, seemed the most comprehensive:
10. Sony, The Third Place (2001) – David Lynch
9. Guinness, Surfer (1998) – Jonathan Glazer
8. Amex, My Life My Card (2006) – Wes Anderson
7. Adidas, Mechanical Legs (2002) – David Fincher
6. Apple, 1984 (1984) – Ridley Scott (this is a classic, of course)
5. Nike, The Secret Tournament (2002) – Terry Gilliam
4. Mercedes Benz, Lucky Star (2002) – Michael Mann
3. Smirnoff, Smarienberg (1998) – Michel Gondry
2. BMW, Beat the Devil (2002) – Tony Scott
1. Gap, Pardon Our Dust (2005) – Spike Jonze
Always good to refresh the memory. My favourites are the Apple and Smirnoff ads, which came out in 1984 and 1998 respectively, which, if you think about it, was a time when the internet wasn’t so big (it didn’t even exist in ’84), and consumers didn’t have this huge bridge across which they could communicate globally. Does that say anything about the increasing influence of the interactive form of communication over the traditional, and the consequent need to move with the times? Your guess is as good as mine.