This intentionally inane tongue-in-cheek spot–in which a man and his young sidekick break into Bavarian dancing in a backyard–is part of Qualcomm’s “Ignore This” campaign from McCann NY.
The “Ignore This” premise is that a growing number of people don’t watch commercials during program breaks on TV. Instead, they’re likely on their smartphones to find something better to watch. But Qualcomm isn’t bothered a bit by this since it invented the technology that makes smartphones so indispensable. The company invented the “smart” behind the smartphone so no problem if you ignore its TV commercials.
Lance Acord of Park Pictures directed the “Bavarian Dance” spot which was edited by Matt Murphy of Exile.
Credits
Client Qualcomm Agency McCann NY Eric Silver, North American chief creative officer; Sean Bryan, Tom Murphy, co-chief creative officers, McCann NY; Bill Wright, global executive creative director; Vince Lim, creative director; Josh Grossberg, group creative director; Nathan Dills, copywriter; Nathy Aviram, chief production officer; Alexis Mead, sr. integrated producer. Production Park Pictures Lance Acord, director; Jackie Kelman Bisbee, Justin Pollock, exec producers; Anne Bobroff, head of production; Michaela Johnson, producer. Editorial Exile Matt Murphy, editor; Evyn Bruce, producer.
Rappers Khuli Chana, Blxckie and 25K team up with Patriot Films director Sam Coleman, who is repped by Ridley Scott Associates (RSA) stateside, to celebrate the power of inspiration for KFC Streetwise and Ogilvy Johannesburg.
Every groundbreaking artist has a story, a moment of inspiration that drives their next wave of creativity. But this doesn’t happen in isolation--original needs to feed original. “There’s a wealth of creative energy bubbling up in the youth of South Africa,” said Coleman. “Everyone is out to try and make a dent in the creative landscape. Inspiration is everywhere you look and all a creative person needs is that spark to go to the next level.”
This 90-second spot features a stellar cast of South African artists riffing off each other, and while KFC Streetwise has long been a mainstay of the country’s youth culture, an authentic approach was critical. Ogilvy turned to Coleman whose experience includes fashion and street culture.
Notable South African creators who appear in the commercial film include Kind Kid toymaker Sanele Qwabe, “Nail Pimp” Nailed Ntswembu, the Island Gals skaters, fashion designer Ruberto Scholtz, visual director Rowan Sakarombe, custom car pimper Ofentse Mphatsoe and metal band Botswana Metalheads. The transitions from one innovator to another were important considerations for Coleman. He explained, “You’re really talking about a ripple effect and how one idea sparks another, so I wanted to create seamless uninterrupted progressions that would evoke that feeling of inspiration and flow.”
KFC’s chief marketing officer Grant Macpherson said, “From a brand perspective, I want to work with directors who have a strong, passionate point of view – someone who brings bold... Read More
