In a world of instantaneous communication via fax, e-mail and the Internet, it’s comforting to know that the human element cannot be replaced in the timely delivery of important packages. However, according to this humorous commercial promoting European delivery service Chronopost, the human had better wear a crash helmet.
At first, we seem to be privy to a great technological secret. The spot opens in a high-tech lab reminiscent of JPL or a NASA think tank, replete with white-coated scientists, heavy machinery, global tracking devices and a spacesuit-clad brigade of couriers. Our authoritative tour guide on this journey to the inner sanctum describes a package delivery system that out-performs such conventional means of transportation as roads, trains and even airplanes.
But our disbelief stops being suspended when he reveals the solution: "the human cannon," a.k.a. "Canoman," who can "deliver your packages anywhere in Europe in one hour." A precision crew loads "Canoman" and his parcel into a cannon, which is then poised for shooting. A team of goggle-wearing trackers raises binoculars skyward as our narrator gives the command to "fire."
Canoman’s ascent seems triumphant, albeit for a fleeting moment. We sense a feeling of accomplishment in the scientist and his high-tech colleagues—then of trepidation in the line of on-deck couriers.
Canoman hurtles across the sky, leaving a vapor trail behind him. Cut to a rolling meadow and quiet, grazing cows. We know what’s coming, which makes the physical comedy even funnier. Canoman must know, too: His crescendoing scream rips through the silence, and he crash-lands in the field with the comic impact of a Looney Tunes cartoon. The cows scatter and moo, seeking refuge from his intrusion.
A voiceover interjects, advising that next time you should, instead, "Ask Chronopost. It will go faster."
Doug Nichol of bicoastal/international Partizan directed the ad, aptly titled "Canoman." The job was produced via Partizan Midi Minuit, Paris, with a support team headed by executive producer Tereza Kalova, and producers Stephane Kooshmanian and Georges Bermann. The spot was shot on location in Prague, by DP Bernard Gemahling.
The creative team for agency Euro RSCG BETC, Levallois-Perret, France, consisted of creative director Stephane Xiberras, copywriter Patrice Dumas, art director Sophie Duponchel and producer Emmanuelle Grenier.
"Canoman" was edited by Niven Howie of Post Room, London. Colorist was Jean Clement of MPC, London, which handled postproduction along with Partizan Midi Minuit. Robin Accard was postproduction manager for Partizan Midi Minuit.
Visual effects were also produced by Partizan Midi Minuit. Effects artist was Antoine Gineste.
Audio post was done at Au Bahamas, Paris. Music composer/sound designer was the mono-monikered Pascal of Attention Au Chien, Paris.
"Canoman" began airing this summer in Europe.
