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Rewind City

Agency Network: 
Published/Aired: 
May 2008

Description

Film advertisement created by Publicis, France for Orange, within the category: Electronics, Technology.

Advertising Agency: Publicis Conseil, Paris, France
Executive Creative Director: Olivier Altmann
Copywriter: Olivier Camensuli
Art Director: Frédéric Royer
TV production: WAM
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Inverted's picture

maybe a little too long... but i liked the feel of it!

Inverted
Activity Score 193
Westerdals
washiam's picture

Great!!!Great!!!Great!!!Great!!!
Absolutly

washiam
Activity Score 443
Art Director
phoamcor's picture

Awesome.

phoamcor
Activity Score 1284
Kateter's picture

brilliant!

Kateter
Activity Score 2029
Copywriter
ricklongo's picture

Awesome. It's hard to se a truly touching TV spot, but when you do, it's rewarding.

ricklongo
Activity Score 1244
sumsum's picture

this is really touching. perfect cast by the way.

sumsum
Activity Score 613
copywriter
Mr. R's picture

good work.

Mr. R
Activity Score 80
Creative Director Insight-DDB
Age's picture
Age
Activity Score 74
matita's picture

Gold

matita
Activity Score 488
Copywriter at Ogilvy Santiago
gonzohj's picture

Bravo!

We are all ignorants, but we don't all ignore the same things...

gonzohj
Activity Score 103

"We are all ignorants, but we don't all ignore the same things..."

Brainsugar's picture

hop hop hop hop.... Cool guys! The creatives have cumed yet.

Brainsugar
Activity Score 1631
Copywriter
Alexandre's picture

Fucking Brilliant! If I was the boss of those guys i would give them more money, for sure.

Edit: Oh and I forgot to say that I'm not one of those creatives of course. Neither their Boss, or their mother, or their sister,or some one of their familly! No, no I've just beeen paid to say that it's a great job.

---
Alexandre. I can say good things on your job. Please contact me.

Alexandre
Activity Score 55
Copywriter
Pauflies's picture

Orange again...
Love it!!

Pauflies
Activity Score 205
Art Director at Art director / Road Publicity, Barcelona |

http://pauflies.blogspot.com/
http://pauflies-portfolio.blogspot.com/

Disco Munky's picture

Well before I slip on all the jiz in here I'll just say that this isn't that great.

High production values, but if you didn't know what was going on as soon as people started going backwards then you're slow.

This whole attitude of "it looks shiny so it must be good" needs to be checked.

The girl is hot, the boy is suitably chiseled, the idea is..... "look sad and make people go out of their way to give you what you want?"

Without the line at the end who could have said that this was for Digital TV?

Nice location and whot-not, but as a creative piece it's not all that or a bag of chips.

And what was he doing leaving her there? Who leaves ass like that just standing there?

"readthiswhileIstareatyourtits"

Disco Munky
Activity Score 3890
Art Director |

Doin' it for the points

Kateter's picture

"Without the line at the end who could have said that this was for Digital TV?"

hmmm... let me ask you a few questions.
without the line at the end who'd know a drumming gorilla was for Cadbury's?
without the line at the end who'd know a thousand colourful balls falling down the street was for Sony?
without the line at the end who'd know a girl throwing hammer into a huge screen was for Apple?
without the line at the end who'd know black and white mini-movie of surfers waiting for horselike waves was for Guiness?

do you want me to continue?

Kateter
Activity Score 2029
Copywriter
Disco Munky's picture

I'd like you to continue so that you could make a point.

Those ads are well made video pieces that have then been tagged with a brand.

That does not make a good piece of communication. I understand a lot of folk like high productions values and award nominations and whatever, but there has to be a point when communicating a message clearly is what matters most. This can still be done creatively and with style.

You just listed a bunch of what could in short be art school movies that got hijacked to sell a product.

I don't know if you live in the UK or not, but you should watch the new Irn-Bru ad. It's on Youtube and is called "If".

There's an example of how to do both.

(I had no part in the creation or making of this ad, and have no affiliation with the ad agency. I just quite liked it)

"readthiswhileIstareatyourtits"

Disco Munky
Activity Score 3890
Art Director |

Doin' it for the points

Kateter's picture

"You just listed a bunch of what could in short be art school movies that got hijacked to sell a product."

No, I didn't. I listed ads that were hugely successful. and I don't care where the idea actually came from.

plus this one has all the elements of a great ad. including production.

so far it's YOU who didn't make a single relevant comment.
from your comments it seems that you didn't get it at all.

Kateter
Activity Score 2029
Copywriter
Disco Munky's picture

Sorry, my point was that they lacked any clear communication in the body of the piece.

If you showed any of those ads listed to someone who hadn't seen them before, and paused it before the end, what do you think their response would be if you asked what it was for?

With the ads mentioned, what they're doing is trying to convey an emotion, and then tie that emotion to the product. But what they haven't done is create an emotion with the product, and then deveop that into a brand identity. You see?

With the surfers for example, it's surfing that's cool, the music is cool, the horses coming out of the waves is really cool. Guiness know this and stick a logo onto the end (fair enough). Thus trying to make Guiness "cool". Also with the bouncing balls, it's the spectacle of bouncing balls in the middle of San Fransisco or wherever, that catches the eye, Sony just say that they make great TVs. I understand what the balls represent, but how does the balls bouncing down a street in any way say "television" or "electronics"?

Did you watch the ad I mentioned?

Have a look and see what I mean about letting the audience know from the outset who's talking to them without the ad turning into just a talking pack shot.

"readthiswhileIstareatyourtits"

Disco Munky
Activity Score 3890
Art Director |

Doin' it for the points

Kateter's picture

eh, you seem to 'read' ads way too literal.

this here is called storytelling.

you think of the story with some moral that rings true, build an emotion and tie it to some product or service. where you see 'sticking logo onto it' it's a clever combination of emotional relevance, not-too-literal representation of claim and something that sticks out. the power of ads I mentioned is precisely in the fact that product or service totally suprises you at the end. but when you think about it makes sense (guiness - it's worth waiting, apple - you don't want to be technology's slave, sony - we amde colours spectacular etc.)

in this ad there are all the right elements: universal truth (who wouldn't want to relive some special moments?), emotional relevance (you expect from TV to bring you something that touches you or at least entertains you; this ad has both romanticism and some funny scenes), great dramaturgy (it grabs your attention at the beginning and leads you to the end), service (Rewind TV gives you chance to see your fav programs again) and production (it's very beautifully done).

and yes, I saw 'If'. nice, extremly good copywriting but it could be an ad for Bank of Scotland if you change the end tag.

Kateter
Activity Score 2029
Copywriter
Disco Munky's picture

"but it could be an ad for Bank of Scotland if you change the end tag."

C'mon, that's only true if you watch it with your eyes closed.

But I see what you're saying also.

The Honda "hate" ad is another perfect example.

You know from pretty early on it's about a car engine, but the way they tell you about it is engaging an fresh.

I sometimes feel that a short film about anything is all people need to sell a product, as opposed to an interesting piece about the product.

"readthiswhileIstareatyourtits"

Disco Munky
Activity Score 3890
Art Director |

Doin' it for the points

Kateter's picture

"C'mon, that's only true if you watch it with your eyes closed."

or if you're not from UK and don't have any relations to the brand whatsoever! like me, for example.

;-)

Kateter
Activity Score 2029
Copywriter
nextt's picture

I love this! Whatever logo they stick at the end, I'm gonna love that, too. :)

nextt
Activity Score 33
Advertising
Ndukwe Onuoha's picture

LOVELY!!!!!!!!!!!!!!!!!!!!!!

Ndukwe Onuoha
Activity Score 149
Copywriter at 141 Worldwide |

Big ideas are often small

Guest commenter's picture

disco munky and katekar...go wank in the loo, not on this site!

The ad was nice!

Guest commenter
Disco Munky's picture

You seem to be mumbling with all that cock in your mouth.

Speak up.

"readthiswhileIstareatyourtits"

Disco Munky
Activity Score 3890
Art Director |

Doin' it for the points

sevi's picture

yeah,it's really nice.

sevi
Activity Score 12
Saatchi & Saatchi
AERC's picture

Only a good idea and a little to long, but lovely!!!

AERC
Activity Score 61
Art Director
jayaprakashpv's picture

Its Really Amazing! Nice Work....

jayaprakashpv
Activity Score 2
UAE |

Urs JeYBee!

DennisH's picture

Great cast, nice concept, touching result! *thumbs up*

DennisH
Activity Score 22
Creative Director
johndo's picture

nice work,
nice production
nice idea
nice music

i like it, thank you.

johndo
Activity Score 16
Guest's picture

Does anyone know the music used for this commercial?

Guest
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