Three men are drinking beer in a bar. The film suddenly goes into rewind. The men put their beers down and walk backwards out of the bar. They
continue walking backwards through a field next to a river and into an ice age. As they walk backwards their hair grows and they become prehistoric men frozen in a glacier. As time reverses they melt and give way to monkeys swinging backwards in trees, fish splashing backwards through the surf and dinosaurs running backwards as the meteor that caused their
extinction flies back up in the sky. Finally we see lizards on the shore of a river. Three glasses of Guinness are shown under the words “Good things
come to those who wait.”
Credits
Agency: AMV BBDO Matt Dornan, Ian Heathfield (a.k.a. Matt & Ian), creatives; Yvonne Chalkley,
producer Production Company: Kleinman Productions, London. Daniel Kleinman, director; Johnny Frankel, producer; Jess Hall, DP.
(Kleinman Productions has since closed and Kleinman is now partnered in
Rattling Snake, London).
Editorial: Cut + Run, London Steve Gandolfi, editor Visual Effects: Framestore CFC | London William Bartlett, visual effect supervisor; Scott Griffin, effects producer;
Quentin Miles, lead animator; Alex Thomas, Inferno artist; Andy Boyd, CGI
supervisor
Audio: Wave Studio Johnnie Burn, audio mixer
St. Lukes and Director Neil Gorringe Are “Proud As A Peacock” For Wickes Home Improvement
Home improvement retailer Wickes unveils its first major brand campaign, which is based on the idea that the DIY giant has everything its customers need to make them feel “as proud as a peacock.”
It’s the first brand work by creative agency St Luke’s, since winning the account 12 months ago. .
The TV campaign comprises three 20-second films, all featuring people browsing in a Wickes showroom, choosing designs, and visualizing their new kitchens and the compliments they will receive from their friends and family. The three films--directed by Neil Gorringe via production company MYTHSMYTH--each focus on Wickes’ kitchen ranges, price, and the design and installation help they offer.
In this film, a man sets the scene by saying to his partner, “You know what your sister is going to say though?” As the woman imagines her sister asking if they’d mind if she got a matching kitchen, feathers fan out behind her back.
Wickes has built a rich heritage of pride since its launch over 5o years ago. This work marks an evolution of strategy for the brand as it evolves “feel house proud” and introduces its new campaign line “Feel as proud as a peacock”.
The new campaign anchors it to the brand platform away from the focus on embarrassment, instead honing in on the pride aspect, to reflect the feeling of optimism that accompanies a home improvement project. Phil Spencer, property guru and ambassador for Wickes Kitchens continues to be the voice-over for the campaign.
“Our campaign reflects the real sense of pride that Wickes’ customers feel after improving their homes,” said Richard Denney, joint chief creative officer at St Luke’s. “Pride and peacocks go hand in hand, and research showed that even younger... Read More
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