Director Garth Davis of Exit Films, Melbourne, and Saatchi & Saatchi, Sydney, have brewed up a storm in this spot that brings medieval catapults into contemporary society. We open on a modern-day urban setting in which people have mobilized to load and shoot catapults throughout the city–for what possible purpose we don’t yet know.
The ammunition being loaded at first onto the catapults are bags of malt. This is followed by barrels of yeast and then burlap bags full of barley and hops.
The ammo is flying all over the city and sometimes misses its intended destination–which remains a mystery. We see one bag splat against the side of a skyscraper.
The scene is one of organized chaos with people working hard to launch this combination of beer ingredients skyward. Loading, catapulting and reloading, the people then add some odd elements to the recipe: two attractive young women, and an elk who mysteriously appears when elevator doors open at the top of a skyscraper, with a catapult nearby.
As the elk is seen hurtling toward the sky, flying by buildings–including past a men’s room window in which we see a guy standing in front of a urinal–the sky starts to darken. The clear sky is now filled with black clouds.
A storm is brewing–literally. Indeed the skies open up to unleash a torrent of beer. The raining ale is cause for celebration among the masses who drink in the fruits of their labor. One gent has pitchers on his windowsill, filling them to the brim with cascading beer.
A Toohey’s label logo appears on screen, replete with its signature elk.
Titled “Catapult,” this spot was helmed by Davis, who is repped in the U.S. by bicoastal Anonymous Content. The DP was Greg Fraser.
The Saatchi creative team included creative director David Nobay, art director Peter Buckley, copywriter Tim Brown and producer Scott McBurnie.
Editor was Drew Thompson of Guillotine, Sydney, with music from Nylon Studios, Sydney and post effects from Fin, Sydney.
Directors Amy+Pilar and Jose Antonio Prat Join Reform School
Boutique content production company Reform has added comedy directing duo Amy+Pilar (Amy York Rubin and Pilar Boehm) and award-winning multicultural director Jose Antonio Prat to its roster for U.S. representation spanning commercials and branded entertainment.
Partners in both life and art, Amy+Pilar are know for their sharp wit and comedic timing. Their synchronicity is evident in a body of work across TV, film and commercials. Prior to joining Reform School, Amy+Pilar had been repped in the ad market by production company Knucklehead.
Amy has directed high-profile comedy sketches featuring stars like Amy Schumer, Kate McKinnon, and Sarah Silverman. On the episodic front, Amy has helmed for series such as Fresh Off the Boat, Casual, Superstore and Angie Tribeca--as well as the pilot for the hit Netflix comedy Dead to Me.
Before joining forces with Amy behind the camera, Pilar was a psychotherapist, a background that informs her ability to create fascinating characters and stage irresistible, nuanced performances. Amy and Pilar’s shared passion for comedy brought them together. Their collaboration began with a Synchrony Bank campaign, starring cult-comedy favorite Maribeth Monroe (Workaholics), and they went on to direct the pilot of the Hulu series Love, Victor. Amy+Pilar’s ad fare also includes spots for Uber’s “Go-Get” campaign and “Shift,” starring Martin Starr.
“We have been fans of Amy and Pilar for a long time,” said Ryan Ennis, executive director at Reform School. “They excel at capturing comedic performances and dialogue. Coming from the TV and L.A. comedy scenes, they’ve built a strong following and collaborated with some of our favorite funny people.... Read More