A man walks his dog on the city streets at night.
A storefront window full of television sets illuminated by programs being broadcast catches his eye.
Next we’re taken to a restaurant kitchen where a cook’s attention is diverted to a radio.
A woman in a rowboat peacefully meanders about in a lake. Then she notices a bottle floating nearby.
A guy in a car stops to view a complex of high rise buildings at night.
In each case, the same message is revealed.
The TV sets in the storefront window suddenly have the word “Tack” (“Thanks” in Swedish) appear on screen.
The radio blares out “thanks” as well.
The bottle pulled out of the lake contains a piece of paper on which is written “Tack.”
And the lights on the high-rise buildings join to form the word “Tack.”
Other “tack” sightings occur—on a taxi cab, on helium balloons as they soar skyward, in the stands of a stadium as a grounds keeper looks up and receives “thanks.”
The “thank yous” are to each person for paying his or her household radio and TV fee which underwrites public service information and content on designated TV and radio channels provided by Sveriges Television (SVT), Sveriges Radio, and Sveriges Utbildningsradio (educational broadcasting).
First ad assignment Titled “Something is About to Happen” for client Radiotjanst in Sweden, this spot unfolds like a mystery which steadily builds before we see the unifying theme among all these separate incidents.
Hanna Maria Heidrich of production house Gorgeous directed this commercial for Ruth Agency, Stockholm.
This marks the first real-world spot helmed by Heidrich whose work as a student at Filmakademie Baden-Wuerttemberg—spanning commercials, branded content and short films—has garnered international acclaim.
For example, Heidrich directed a student spec spot, Levi’s “Life Is Calling,” which helped her to gain inclusion into last year’s SHOOT New Directors Showcase at the DGA Theatre in New York. The spec piece also garnered her such honors as winner of the New German Directors Showcase 2012, European Filmschool 1st Prize at the 2012 Young Director Award competition in Cannes, Silver at both the Art Directors Club Germany and the Porsche Advertising Awards, and Best VFX Spot distinction at Animayo, Spain’s 2012 International Festival of Animated Films.
Gorgeous recently signed Heidrich, fresh out of film school, for representation in the U.S. and U.K.
She is also diversifying into longer form, currently in postproduction on a pilot for a science-fiction thriller series, Killing All the Flies. This pilot sprung from her graduation film at Filmakademie.
