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

Nom
"It's A Phenomenomenom"
30s
18 Oct 2010
This launch ad has 'Thinkbox Case Study' written all over it as it seems certain to generate huge sales. The product is called 'Nom' which lends itself to this approach, especially as 'nom' has become such a popular online shorthand for something delicious.

Genius Bread
"Albert Einstein"
30s
18 Oct 2010
One of a series of new ads featuring Albert Einstein pondering the equation with which he's most closely associated but finding himself distracted by the thought of the advertised bread. Here, the scientist suddenly starts thinking about a tuna niscoise sandwich while sat in an armchair.

Honda
"Illusions"
60s
18 Oct 2013
The combined talents of mcgarrybowen and Gorgeous's Chris Palmer have created one of the most striking Honda commercials to be broadcast in quite some time. The proposition is that we should expect the impossible from cars these days and using 'impossible' imagery proves the perfect way to illustrate this idea.

Halfords
"Brother-in-law"
30s
18 Oct 2013
We all know the type portrayed in this ad - over-hearty, overbearing and over the top. Just the sort you don't want to be in debt to at the Favour Bank. Halford's new campaign has loads of potential for fun while keeping that fundamental core of truth that makes us immediately relate to the proposition.

Google
"Skate Park"
90s
18 Oct 2013
The really clever thing about this ad for Google is the extent to which the search engine's role is understated. In no way is it being suggested that Andrew Willis couldn't have built his skate park without the advertised service... it just made it that little bit easier. And - critically - Willis doesn't mention Google once, he simply describes what he did and why he did it.

James Bond
"Spectre Ad Break"
3 mins 30s
18 Oct 2015
This weekend, an entire commercial break was given over to Spectre - the latest James Bond film featuring Daniel Craig as the world's best-known spy. Topped and tailed with trails for the film itself, it featured five recent commercials with a connection to the forthcoming release: Sony; Belvedere; Gillette; Land Rover and Heineken.

Belvedere Vodka
"Shaken, Not Stirred"
30s
18 Oct 2015
One of several spots with a James Bond theme to feature in an ad break dedicated to the new 007 film 'Spectre', this for Belvedere Vodka is as slick and stylish as you like. In a beautifully-contrived sequence, the bartender in an exclusive bar mixes a Martini - "shaken, not stirred" (of course) - for the lady who has ordered it. And guess what his name is...

Domino's Pizza
"Only Domino's Will Do"
30s
18 Oct 2015
There are times when only Domino's will do (as it did this weekend in the DAVID household). And this very funny spot for the pizza delivery service elucidates the point with brilliant silliness. Looking at fast food suggestions through the three decades that the brand has been around, it suggests that nothing can compare with the pleasure of sinking your teeth into cheese-sodden dough triangles that have been brought to your door.

Smirnoff
"Nadia Tehran"
1 min 55s
18 Oct 2016
The ad for Smirnoff focuses on Nadia Tehran, an Iranian/Swedish muscian best known for her song 'Refugee' and its accompanying, daring promo. Sharing causes things to change, she tells us in VO, and it's a timely reminder for an increasingly divided world. There's a great diversity of cast here that we appreciate at DAVID, and the nightclub scene is an energetic example of what 'life without borders' could - should - look like.

McDonald's
"Surprising Breakfast Menu"
30s
18 Oct 2004
A young apprentice is given a list of fictional items to look for one his first day (including, inevitably, elbow grease) and he conscientiously searches for them. But when sent to McDonald's for healthy breakfast items he suspects it is a practical joke. He may be right.

Carphone Warehouse
"Days"
20s
18 Oct 2004
Ongoing campaign features a woman having a romantic holiday in Paris with her mobile phone as Ed Byrne explains that Carphone Warehouse will send you the difference if you spot your phone being sold for less after you have bought it from them. Ray Davies's Kinks provide the music.

Reveal
"Tide Awareness"
20s
18 Oct 2004
Amusing ad shows a woman so distracted by her copy of the magazine as she reads it ona beach that she fails to notice the incoming tide and ends up covered in sea water.

eBay
"Motorcyclist etc"
30s
18 Oct 2004
A woman on a motorcycle segues into a man with his mother's budgie which segues into a woman putting on rollerskates in her bikini wich segues into young parents with a baby which segues into an Indian man at a squash court.

Pro Evolution Soccer 4
"Thierry Henry"
30s
18 Oct 2004
Thierry Henry turns on the charm once more in this ad for a video game. He casually mentions his achievements: FA Cups, etc before saying he hasn't won everything because he is struggling with a Playstation Pro-Evolution Soccer.

Reveal
"Escalator"
20s
18 Oct 2004
A woman is so involved in her copy of Reveal magazine - with its celebrity gossip - that she forgets to step off the escalator and then continues to read while others step over her.

Bisto
"Grace"
30s
18 Oct 2006
Follow up to the pledge commercial has a number of suitably photogenic children exchanging lines from a specially adapted version of the prayer known as 'grace' that Christians sometimes recite before tucking into their food.

First Direct
"Machines"
30s
18 Oct 2007
Nicely crafted interplay between a pair of familiar looking actors in the first proper TV work for the online bank since the account shifted from WCRS to JWT. When the man in white explains that contacting First Direct results in you speaking to a person rather than a machine, the man in black perceives an irony.

Isle Of Man
"Keith Shawcross"
30s
18 Oct 2008
Motorcycle enthusiast, Keith Shawcross, tells us about his Isle of Man. Apparently, he's been coming for over thirty years since he came over for the TT race. In this persuasive and pleasantly filmed ad, he explains why he likes going to the island and the things he does when he's there.

Knorr Stock Pot
"Marco Pierre White"
30s
18 Oct 2008
Charismatic chef Marco Pierre White explains why he likes to use a new product from Knorr called Stock Pot. It's being pitched as a more authentic source of stock than a dried cube and White is the perfect choice for this... and the script neatly plays up to his infamous arrogance.

Argos
"Christmas List"
20s
18 Oct 2009
Argos promise to exchange our Christmas lists for their catalogues according to this festive commercial. To illustrate the point, people are shown compiling their wish lists for the big day in an attractively-filmed sequence but it still feels wrong to see Christmas ads in October.

Ford Mondeo
"You See More"
40s
18 Oct 2009
This interesting low-budget piece for the Ford Mondeo has James Nesbit chiming in after supers are used to tell us about a footballer entering the arena during injury time. "We all like to know what's coming next," opines Nesbit before promoting optional headlights.

Football Manager 2011
"Faces"
40s
18 Oct 2010
A quick succession of opinions are offered direct to camera in this attention-grabbing ad for a football-based video game. It's a good effect and it brings focus to the matter in hand... that only the person playing the game gets to decide what happens next.

VW
"When Harry Met Sally"
60s
18 Oct 2010
The café in which the famous orgasm scene in When Harry Met Sally was filmed has become a magnet for those who want to relive it. Another quirky reminder of VW's support of independent film examines this phenomenon from the point of view of the café's owner.

VW
"Ghostbusters"
60s
18 Oct 2010
A tongue in cheek film suggesting that the firemen who work at the station used to film Ghostbusters are plagued by enthusiasts of the film looking for photo opportunities. It's a charming reminder of VW's exemplary support for independent cinemas.

AA
"John Cleese"
40s
18 Oct 2010
John Cleese plays the part of a disbelieving father when his daughter decides to phone the AA to help deal with a domestic crisis. the idea that the AA can do more than fix cars is well communicated but this won't go down in history as Cleese's finest moment.

On This Day

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