David Reviews

 Biting the hand that feeds us since 2002.

Nike
"My Time Is Now"
2 mins 40s
19 May 2012
UK Sportswear

Nike's latest commercial is oriented around the European Championships and it's as brash as we've come to expect from the sportswear giant. We cannot fault the execution by Stink's Adam Berg which is every bit as good as we'd hope but there's a troubling lack of narrative here.

What was the first word written by the creative team as they pondered the best way to remind the target market that Nike sells the coolest range of football boots? 'Bombast'? 'Big'? 'Ronaldo'?

Not that there's a lack of action... on the contrary, there's so much going on that it's hard to know what's going on. A game between Holland and France is interrupted by an interloper who turns out to be the vanguard for a much bigger invasion. The impromptu game rips through the rest of the stadium, enabling a cameo for LeBron James - a US basketball star - and Ronaldo - a preening Portuguese footballer.

Adam Berg has given it an epic feel and it's the kind of film that could command the attention of a pub full of rowdy football fans but we cannot help feeling that this would be even better if it told a story - as Nike's ads tended to when Eric Cantona was the main man. Sigh.

Ford
"Metamorphosis"

Matt said:

Shoot the planner.


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On This Day

Beer (The Brewing Industry)
"Let There Be"
60s
27 Jun 2013
Slow motion is used to good effect to illustrate the rising excitement of people in different scenarios who've decided that they deserve a thirst-quenching glass of beer in this film designed to persuade people that they should drink more of the amber nectar.

Veterans For Peace
"Battlefield Casualties"
2 mins 55s
27 Jun 2015
This brilliantly realised spoof of an ad for Action Man stuns you with dark comedy before allowing you to see that it has a deadly serious message about the age of many of those who join the British Army. With only a handful of countries around the world still allowing children of 16 to become soldiers, it's a matter of national shame that we are among them.

O2
"Wagging Tails"
60s
27 Jun 2015
This creates the impression that the whole thing is one continuous shot, and even though some of the joins are easy to spot it's still impressively done - the fluidity of movement really captures and keeps the attention. The people who've taken advantage of their connection to O2 to secure special deals and priority tickets are easily spotted because their tails are wagging.

Laundrapp
"Successful"
40s
27 Jun 2015
This is a great way to gain attention for a newly-launched service. Rather like the recent Weedol ad, the protagonist is shifted into a number of situations - only here, he doesn't know what he's doing. His cluelessness doesn't matter because he's wearing a freshly laundered shirt; and he's able to do that because he takes advantage of Laundrapp.

Lynx
"Like Father, Like Son"
2 mins 40s
27 Jun 2016
With the 'Lynx Effect' effectively confined to the rear of the bathroom cabinet, the deodorant brand continue their noteworthy shift towards a more perceptive approach to masculinity with a series of films under the banner of 'Men in Progress'. No longer a fixed notion in modern society, it's an evolving concept.

A Bear's Tail
"Dexter Fletcher"
27s
27 Jun 2005
Dexter Fletcher solemnly announces the advent of Channel 4's new sitcom based around the perverse adventures of the bear from Bo Selecta featuring Leigh Francis in a variety of different guises including that of the bear itself.

O2 Wireless Festival
"Neon"
20s
27 Jun 2005
A flashy display of fluorescent lights announces Channel 4's Wireless Festival a musical event to be broadcast by the station during the summer.

A Bear's Tail
"Patsy Kensit"
28s
27 Jun 2005
Patsy Kensit announces the advent of Channel 4's new sitcom based around the perverse adventures of the bear from Bo Selecta featuring Leigh Francis in a variety of different guises including that of the bear itself.

A Bear's Tail
"Sean Pertwee"
20s
27 Jun 2005
Sean Pertwee lurks in the background this time in trailer confirming the advent of Channel 4's new sitcom based around the perverse adventures of the bear from Bo Selecta featuring Leigh Francis in a variety of different guises including that of the bear itself.

A Bear's Tail
"Seals And Robots"
27s
27 Jun 2005
Leigh Francis reprises his role as the rude little bear in a trailer for his new sitcom in which he claims it will be of interest to everyone with the possible exception of seals and robots.

A Bear's Tail
"Perfume Ad"
21s
27 Jun 2005
Leigh Francis as the bear suggests his black and white trailer for his new series is as classy as a perfume ad and asks for the wind machine to be turned on but its effects quickly become excessive.

Travelocity
"Alan Whicker's Moustache"
30s
27 Jun 2005
Alan Whicker explains that his moustache is a special instrument that lights up whenever he is close to finding a bargain. If you don't have a price-sensitive moustache, you can still find great deals at Travelocity according to the aged traveller.

Kellogg's Rice Krispies
"Listening"
30s
27 Jun 2006
A little girl puts her ear to a sea conch; a tree and various other things in this nicely shot film for the cereal giant. Only the sound of Rice Krispies with their familiar snap, crackle and pop refrain manages to put a smile on her face .

Low Low Cheese
"Snow White"
40s
27 Jun 2006
Shades of Snow White here as a woman is covered by animated animals as she gets some Low Low cheese out of her fridge. The little creatures pass on the benefits of whatever Low Low is low in even as an onscreen graphic advises that it should only be eaten in moderation as part of a balanced diet.

Guinness
"Doctor"
40s
27 Jun 2006
It was a dark and rainy night. The 'doctor' is flagged down and rushed to an 'emergency'. The only information is that they've taken 'her' temperature and it isn't right. Eventually we are in a small Irish pub where the 'doctor' is revealed to be one of the roving technicians employed to ensure the perfection of Guinness.

MFI
"Teenage Tantrum"
30s
27 Jun 2007
Troubled furniture retailer MFI demonstrates they're not going down without a fight. Quite literally, in this bold commercial which starts with a teenage girl provoking a row with her parents after coming home late. At least that's what you think until it is revealed that they are in an MFI showroom.

MFI
"Ironing Row"
30s
27 Jun 2007
A gritty drama about a young married couple struggling with the responsibilities of adulthood? No, the latest ad for the troubled furniture retailer MFI. The furniture will make you feel so much at home that you will indulge in the very bad behaviour you normally reserve for behind closed doors.

Powerade
"Rugby Banter"
30s
27 Jun 2007
Will Cullen enjoys some banter with rugby International Paul O'Connell as the latter helps the former with his triathlon training. Unscripted ads are becoming more popular as agencies look to exploit the public appetite for reality TV... this is a good example of how they can work well.

Palm Pixi Plus
"Change"
30s
27 Jun 2010
This is a novel way of illustrating the benefits of a touch-screen phone but it's slightly fraudulent. As we all know, the reality of trying to use the device as we walk down the pavement involves a series of collisions and ill tempered exchanges.

Heat
"Fruity Names"
10s
27 Jun 2011
A lovely piece of oddity has a man sat on living room furniture in a park putting forward the idea that children should be named after fruit. Has this got anything to do with the advertised gossip magazine? Er, possibly not. Do we care? Absolutely not.

Vodafone
"Just Text Giving"
40s
27 Jun 2011
A new initiative from Vodafone has made it easy for charities to attract donations via mobile phones according to this attractively filmed commercial. We really hope that Vodafone have been wise enough to ensure they don't receive a single penny from this venture.

Dispatches
"Landlords From Hell"
20s
27 Jun 2011
Damp is used as a metaphor to represent the 'landlords from hell' in this trail for a Dispatches programme concerned with this issue. It's a foreboding image but the decision to call this programme 'landlords from hell' makes it sound like it's one of those voyeuristic documentaries on ITV.

Innocent Smoothies
"Mini Movies Winning Entry"
30s
27 Jun 2011
This, apparently, is the winning entry in a competition in which members of the public were invited to make their own version of the recent Innocent Smoothies ad. It's good fun and a future beckons for its makers if they feel they can maintain this standard despite the distraction of being showered with cash.

Kinder Pingui
"Cupboard Heist"
30s
27 Jun 2012
This cutely filmed commercial features a pair of children intent on a snack when they get home from school. As a retro track plays, the duo wrestle their way into a cookie jar only to discover that it's empty apart from a note from their mum advising them to try the fridge instead.

Go Outdoors
"Charge"
30s
27 Jun 2013
While this has an obvious resemblance to an even more spectacular T-Mobile ad from last year, it's rather good. Über in Sheffield are creating some interesting work for this client and as soon as someone there returns our calls, we might even be able to credit the individuals who put this together.

On This Day

David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.