David Reviews

 Biting the hand that feeds us since 2002.

Hotpoint
"Baker"
75s
4 October 2016
Italy White Goods

Hotpoint appeal with an understated, visually pleasing ad for their ovens. It's a wonderfully quiet film, with a lone voiceover affectionately recalling childhood memories of a bakery. This never descends into schmaltz as it invokes our universal affection for the smell of freshly baked bread.

Images of the early morning at a professional bakery and lovingly-shot close-ups of bread and fire are enhanced by the lack of accompanying music, focusing attention on the solitary zen of the baker.

The real gem in this film is the subtle subversion of expectations with the ending, drawing us back into the domestic sphere and making the brand appeal to cooks of all levels. We like the nuance of this ad - it doesn't need to shout to be heard. Another sincere piece from directors Atanasio + Martinez.

Talk Talk
"This Stuff Matters"

Matt said:

This is so mundane.


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Hotpoint
"Baker"
75s
4 Oct 2016
Hotpoint appeal with an understated, visually pleasing ad for their ovens. It's a wonderfully quiet film with a lone voiceover recalling childhood memories of a bakery with affection which never descends into schmaltz. We like the subtlety of this ad, it doesn't need to shout to be heard. Another sincere piece from directors Atanasio + Martinez.

Hotpoint
"Legacy"
55s
11 Dec 2015
Hotpoint return to the source in pleasing fashion with this ad charting the origins of your favourite woolly clothes. Directing duo Atanasio + Martinez craft a thoughtful and fittingly warm depiction of a sheep farmer caring for his flock come rain or shine. When the brand commit to showing customers' garments the same reverence, it feels like a sincere claim.

Hotpoint
"High Definition Oven"
30s
10 Nov 2014
If you can get past the bombastic swelling of music underpinning this ad for Hotpoint, you'll hear Lisa Faulkner telling us about the "high definition" of her new oven whose dual flow makes everything look and taste delicious. To that end we're shown various foodstuffs within its interior depicted as landscapes with meteorological arrows pointing hither and thither.

Hotpoint
"Stain"
30s
3 Jun 2013
"Our research has been more ingrained than any stain," the VO informs us. What does that mean, exactly? How can stains and research be compared in the same way? We'd like less time spent on the fancy direction and vague wording and more on how this "anti-stain technology" works, please.

Hotpoint
"Fish"
20s
29 Dec 2011
Footage from a commercial made six years ago is used in this commercial for Hotpoint which depicts clothes as marine life. Apparently, the latest model made by the appliance company is designed to protect our clothes... presumably because we're sick and tired of discovering that our clothes have been attacked in our current washing machines.

Hotpoint
"The Ideal Atmosphere"
20s
27 Oct 2008
To illustrate the claim the advertised fridge is the ideal "atmosphere" for your food, we see various items of produce floating around in space. This is presumably designed to distract us from the fact that they are asking us to buy a cold storage product from a company called 'Hotpoint'.

Hotpoint
"Fish"
30s
17 Jul 2006
Marvellous film for a Hotpoint washing machine has the clothes becoming fish when they floating around inside it. This is one of those ads where the actualisation is everything - had we been looking at the 'fish' and wondering what on earth they are supposed to be, it wouldn't work.

Hotpoint
"Admiration"
40s
2 Aug 2004


Hotpoint
"Wine"
20s
15 Jun 2003


Hotpoint
"Antibacterial"
20s
10 Jun 2003


Hotpoint
"Water"
20s
9 Jun 2003


1-11 of 11 Results

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