David Reviews

 Biting the hand that feeds us since 2002.

Latest Work
    • Fail BetterThis follow-up spot to the highly-acclaimed previous Always ad - ' Like A Girl ' - looks at the notion of failure and puts it in a whole new light.
    • Eva Michon heads to BRFBRF (B-Reel Films) have signed award-winning director Eva Michon to their roster.
    • You bet your life.The betting sector has been going from strength to strength recently and this startling film for Bwin is further evidence that a competitive realm can still prompt a creative surge.
    • Odds and sods.This is a wonderfully daft piece of work from an inspired series of ads for Kwiff which draw attention to a fun proposition... randomly lengthened odds which mean punters will enjoy a windfall if their bet comes in.
    • Relax. Don't Do It.The scene: a fashion show. Models slinking up and down the catwalk. Among them is one with a smile that's electrified rather than electrifying...
    • Music to my fears.Toyota appeal to the paranoia of every parent whose teen is about to hit the road with a freshly minted driving license.
    • Five Favourite... Ad SongsMusical ads have long been an industry mainstay... so here are five of our favourite.
    • What are the odds?Have you ever spontaneously done something so cool you wish you could replay it endlessly for the benefit of those who missed it?
    • Fire storm.If you're aiming for 'over the top' then it's a good idea to go way over the top as director Isaiah Seret has in this marvellously bombastic film for EDEKA.
    • Agile Films won't PanicAgile Films have signed design and animation studio Panic to their roster.
    • Legend in his own LunchtimeMcDonald's have given their latest 'Chicken Legend' the Eddie 'The Eagle' Edwards treatment.
    • A power of good.The striking thing about this moving examination of infertility is the way it demonstrates that online communities can be a force for good.
    • Resisting A RestThis amusing ad for Eve Sleep shows the consequences of not getting a decent night's kip.


Wednesday, 6th September.
Between 4.30pm and 6.30pm.

The LSE, Sheffield Street, Holborn, London, WC2.

Tickets: 20-50 plus VAT.

● How We Made... Macmillans.

● Free the Bid.

● Alicia MacDonald.

● Straight 8.

● Fell.

● John Smith's Penguins.


Brought to you by DAVID REVIEWS and the APA.

"It's Just Fashion"
16 August 2017

The scene: a fashion show. Models slinking up and down the catwalk. Among them is one with a smile that's electrified rather than electrifying... in fact, she's something of a live wire. Not content with strutting her stuff for the journos and designers, she gets positively playful and sends a ripple of consternation through the room. Why? She's responding to the magical effects of Radox...

it's a great way of drawing attention to the idea that this is a form of relaxation that lasts well beyond bath-time. The 'slow release' will apparently have a long-term impact... though it remains for be seen whether it will be as much like a psychotic episode as it appears to be here.

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"Safe and Sound"
2 mins
16 August 2017

Toyota appeal to the paranoia of every parent whose teen is about to hit the road with a freshly minted driving license in this amusing ad. We're introduced to Callum and his parents, who are understandably concerned about the fate of their car under his control (and their son's well being, of course).

Luckily, Toyota have created a 'Safe and Sound' app which ensures his good behaviour... via embarrassment. Should a young driver speed or fiddle with their phone while the car is running, they'll find themselves dealing with a humiliating playlist switch...

It's a clever solution to a very real problem, and one that's bound to appeal to parents whether they're more concerned about their kid or insurance premiums. Callum's performance really nails it here, embodying the excruciating humiliation of youthful uncoolness perfectly.

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Five Favourite... Ad Songs

Musical ads have long been an industry mainstay, from radio jingles to carefully-crafted viral earworms. Creating a song specifically for an ad is a delicate art - having to walk the line between cheesy, memorable, and keeping the brand front and centre.

We've had some excellent examples through the proverbial door at DAVID lately, so here are five of our favourites.


"It's Perfectly Normal Until..."
13 August 2017

Have you ever spontaneously done something so cool you wish you could replay it endlessly for the benefit of those who missed it the first time round? Something that makes you feel like a winner in life because it happened so effortlessly? That, apparently, is the feeling of being Kwiffed - receiving an unasked-for boost to your odds when you place a flutter on the eponymous sports betting app.

This bonkers ad is one of three spots which demonstrate the experience of Kwiff. In it, a man smoothly catches a glass that falls out of his kitchen cupboard... and is so overwhelmed by the odds of his success that he can literally never let it go.

While it's actually the catalyst for his demise (relationship break-up, followed by homelessness and - yes - death), this only serves to emphasise the magnitude of reverence he maintains for that one magical moment.

It's beautifully delivered with a surreal silliness that carries right through to the very end. Sublime work by Jeff Low from a terrific Droga5 concept.

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"Herren des Feuers"
1 min 53s
15 August 2017

If you're aiming for 'over the top' then it's a good idea to go way over the top - as director Isaiah Seret has in this marvellously bombastic film for EDEKA.

The narrator is a curious-looking old fellow who recites a poem detailing man's relationship with fire. He walks through a series of eras, speaking approvingly of the way fire is used to char meat. But once he arrives in our time, he registers something else altogether, and makes no effort to disguise his disdain for the way we've stepped away from our core mission of devouring the crispy flesh of animals.

The characters from the past accompany him as he approaches the modern ensemble and - as they disperse in panic - he singles out a manly candidate and urges him to reconnect with his caveman ancestors.

It's a weird and wonderful piece of work which enhances the reputation of all involved... not least a client who seem to give unconditional backing to their agency.

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On This Day

The Sun on Sunday
"Get Involved"
18 Aug 2012
A bearded man tears his way along a high street in this ad for the maligned newspaper while urging us to 'get involved'. The Sun ought to be careful what it wishes for... the last time this newspaper group asked us to 'get involved' a mob of their readers tried to lynch a paediatrician.

"Priority Sports"
18 Aug 2012
Lots of questions are being asked at the moment about how the momentum generated by the Olympics can be maintained so it's a perfect moment for O2 to step into the breach with a sport-oriented offering in tandem with Nike. This impressive commercial drawing attention to this initiative features some of the stars who shined this August... plus Paula Radcliffe.

Virgin Media
"Peter Crouch"
18 Aug 2013
Lanky Stoke footballer Peter Crouch appears to have signed for the wrong team in this amusing new film for Virgin Media. Don't make the same mistake or you may find yourself regretting your decision as much as the robotic-dancing striker. Director James Griffiths has drawn beautifully understated performances from one and all.

John Lewis
"Things Matter"
18 Aug 2013
Dougal Wilson has worked his usual magic in the latest commercial for John Lewis. When an ad campaign is brimming with confidence, every execution swaggers into our commercial breaks with an aura which ensures we all look up and pay attention, and no current advertiser has more confidence than John Lewis.

"Unleash Your Best"
18 Aug 2014
Forget just doing it - that, it would seem, is for unfocused losers. You need a plan. You need incentives and goals and feedback. You need your best self standing just out of reach, urging you on to catch up. This is the message Adidas are giving us - and it would suggest there's no compromise. So get yourself fixed up with the tools to help every last muscle fibre and brain cell work with maximum efficiency: if you don't, you're just an also-ran.

"Acting Masterclass"
1 min 40s
18 Aug 2016
This year's crop of summer blockbusters may have failed to set the world alight, but this well-performed McDonald's ad hints at a seat-filler with extra bite. One can't help but wonder how the lead in this watery epic manages to summon such raw emotion in each and every take... but the reason has more to do with matters of the stomach than the heart.

"Up For The Challenge"
18 Aug 2016
Ladbrokes swallow a mound of Aussie grit for this ad taking the bookmaker into punchy territory. Enlisting the kind of VO whom you could imagine turning a bedtime story into a hard man's chronicle, the ad is all about laying down the gauntlet as many times as 60" will allow. Lady Luck hasn't received an invite to this particular game; instead, the narrator rams home the idea that a bet is all about using your brain and having the backbone to trust your decision.

18 Aug 2006
Kate Moss gets a good soaking in this ad for Rimmel. Normally you can imagine such a script might get short shrift from a pouting supermodel but let's face it, Moss owes one to both Rimmel and JWT for standing by her during the last twelve months when she has seemed bent on self-destruction.

Channel 4 +1
"Gordon Ramsay"
18 Aug 2007
Gordon Ramsay is trapped in a burning building. God that sounds so good we need to say it again. Gordon Ramsay is trapped in a burning building and his escape is marred when the firemen seeking to break his fall miss him altogether and he hits the pavement instead. Pure wish fulfilment for DAVID.

Renault Clio
18 Aug 2007
This series has really grown on us. Here, our two car-bound surfers sit in complete silence as one follow the movement of those brave enough to actually get out there and his companion contemplates the pasty he is eating. Publicis certainly got their money's worth from this shoot.

Philips Philishave
18 Aug 2007
The Philips shaver is personified as a female robot who takes care of all of the needs of a man who likes to shave in the shower. The impression given is that she's willing to take care of a good deal more and you could easily be fooled into thinking this is an ad for a new Apple product called the iWank.

Ford Fiesta
"Dogbot Wheel"
18 Aug 2007
The stupid dogbot is here to entertain us once again. In the latest instalment, the hapless creature seems intrigued by a rear warning system on the Fiesta that detects objects. The dogbot is in a transparent ball and teases its way towards the car several times before sliding down a ramp.

18 Aug 2008
Yet another super-duper low budget ad has a Kwik-Fit manager demonstrating that he can do more than fix cars. When he has explained a special offer to a waiting customer, she asks what else he can do. What comes next involves her annoying child and is really quite funny.

BBC iPlayer
18 Aug 2008
There's a clever conceit here but it seems to have gone missing between script and finished film and the end result is a little confusing. The idea is that our control over watching the Olympics is so complete that the athletes would become tired from needing to be ready to run day or night but it stretches the point too far.

Persil Small & Mighty
18 Aug 2008
It looks as though all of the effects in this ad have been done in camera and they are all the more charming because of that. Differing perspectives are used to change our sense of how large things are in a bid to communicate the idea that the latest variant of Persil is mightier than the usual stuff.

PG Tips
"Ethical Tea"
18 Aug 2008
This campaign is, er, going off the boil. Johnny Vegas still does his best but the script is not what we have come to expect and we're starting to get seriously worried that Ben Miller is no longer providing Monkey's voice. This should be one of advertising's great comedy partnerships and, at the moment, it's not.

"Stunned Silence"
18 Aug 2010
My... well, that's a surprise. Adam's going to be a dad. Jane unleashes the news as her partner's about to shove a forkful of food in his mouth and he seems filled with a mixture of panic and dread as he strides across the room in a bid to escape his fate.

The X Factor
18 Aug 2010
Shot from the point of view of one of the delusional hopefuls, this trail offers a potted glimpse of The X Factor process. Obviously, they left out the bit where the contenders' voices are adjusted using state of the art technology to suggest they can sing.

FA Umbro Fives
"Dave Bloke"
18 Aug 2010
This is a very amusing way of promoting an amateur football tournament. Michael Owen is continually overshadowed by Dave Bloke because the latter managed to get all the way to Wembley with his Five-A-Side team and score a goal on the hallowed, if troubled, turf.

The Sun on Sunday
18 Aug 2011
Another helping of the winning animation style which manages to suggest that football coverage in The Sun is quite refined. It isn't, of course, but try telling that to the many who excuse themselves for buying it because of its sports coverage.

Talk Talk
"X Factor Sponsorship"
18 Aug 2012
As usual, Carphone Warehouse's sponsorship of The X Factor uses clips submitted by the general public making it a microcosm of the show itself (minus the ritual humiliation). It does allow for a variety of bumpers but there's an overall sameness that nonetheless grates after a while.

Morgan's Rum
"Got What It Takes?"
18 Aug 2012
Four men who've sneaked to the pub to drink Morgan's Spice rum wonder how long it will take for their partners to realised they are missing as we see each discovery made in turn at their homes. From the evidence on display here, we can only assume that 'living like the captain' makes you a bit of a knob.

VW Beetle
"A Previous Life"
18 Aug 2012
VW is cleverly trading on the Beetle's legacy as the car of 1960s Bohemians in this ad suggesting that the newer models of the car owe their excellence to good karma. It's a cute idea... so much so that it's surprising this hasn't been the linchpin of this model's advertising since the re-launch.

Google Nexus
18 Aug 2012
A man and his son have a lot of fun with the help of the advertised tablet. There's no question that Google have their work cut out if they're to challenge the dominance of Apple's iPad but with this approach and a price that many will find attractive, it's clearly a serious proposition.

Channel 4
"Olympics Stadium"
18 Aug 2012
Another of Channel 4's excellent idents in which the figure '4' slowly becomes apparent. This one is filmed outside the Olympic Stadium in East London and manages to advertise the channel's forthcoming coverage of the Paralympics as well as being an excellent piece of branding.

On This Day

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