Missing Link have added Berlin-based Kiwi director Greg Bray to their roster of talent. Bray worked agency-side as a creative director before jumping to the other side of the fence because of his frustration with the lack of green lights in the creative department. Calculating that projects are far more likely to get made once a director has been assigned, he figured that it would be a more fulfilling life.
And so it has proven to be... all the more so because it turns out Bray enjoys bringing ideas to life much more than he enjoyed devising them. Add to the mix that he has a complete understanding of how things work in a creative department, and the difficulties that have to be navigated in the conversations between agencies and their clients, and you have a director who can be regarded as the complete article.
In a fast and furious commercial for Subway (above), Bray manages to portray the disgust felt by the pizza purveyors of Naples with exactly the right level of comic elan, as they learn about a new product available from the fast food chain. The inherent ridiculousness of a Subway offering being in any way better than authentic food from a Napoli pizzeria could easily weigh this down, but Bray ensures that this idea isn't presented seriously without devaluing the advertised brand... quite the trick, when you think about it.
Meanwhile, in a commercial for Veet (below), Bray delivers a neat spoof of a scene from Steven Spielberg's classic 1970s film 'Jaws'. It too uses a bombastic approach to comedy to land its message.