We sang the praises of craft in ads in a piece on creativity in the post-Sorrell world a while back and BBC Creative has shown it’s not a lost art in its epic trailer for the 2018 World Cup in Russia with creatives Xander Hart and Edward Usher crafting a wall hanging (due to go display) from 600 embroideries. Made into a film by Blinkink, directed by Nicolas Livesey.
There’s Soviet-style art and macho Russian folk music, a nod to ‘Nessun Dorma’ perhaps from the great days of 1990 (Lineker, Gascoigne etc).
But was it worth all that effort?
At first maybe not but it grows on you – unlike most ads you’ll be seeing it a lot.
Creative Usher says: “What we wanted to do at the BBC is make stuff that no-one’s really done before. If we’d just gone, ‘let’s CGI it’ it would have felt like a cop out.”
Indeed. Shows the benefit of working in-house too, not many commercial clients would go to these lengths.
MAA creative scale: 8.