DAVID reviews

5 January 2018

Punching above its weight.

by Jason Stone

Bulk Powders: “Dominate Life” - 60s

It's not often that a commercial is funny enough to make a battle-weary journalist spit tea all over his computer screen... but this ad for Bulk Powders got the job done. We can't really say too much more without giving the game away, so watch it before reading any further.

The gag is able to surprise because your guard is lowered by the weird vibe generated by the interaction between the car salesman and his customer. And if you don't see it coming, it really adds to the impact.

There's a further surprise when Anthony Joshua puts in a brief cameo at the end and his presence really underlines the proposition.

Biscuit Filmworks's Aaron Stoller's execution is an exemplary lesson in making the most of a script... but what a great script. We have not been shy about our admiration for Droga5 London's second coming. David Kolbusz has a firm hand on the tiller and the agency are broadening their client base without losing any of their edge.

Persuading this kind of client to buy into this kind of approach requires a commitment to creativity throughout the company, and that will always get your work noticed. This is bound to be a hit with online audiences but, better still, it feels like a film likely to provide the client with the most important metric of all... increased sales.

Creative Agency: Droga5 Ⓦ
CCO: David Kolbusz
ECD: Steve Howell / Rick Dodds
Creative: Ed Redgrave / David Wigglesworth / Frazer Price / Teddy Souter
Account Director: Jonny Price
Strategy: Zoe Scaman
Head of Content: Chris Watling
TV Producer: Goldie Robbens
Film Production: Biscuit Filmworks Ⓟ Ⓦ
Director: Aaron Stoller Ⓟ Ⓦ
Producer: Sam Chitty
Executive Producer: Rupert Reynolds-Maclean Ⓟ
Cinematograper: Stephen Keith-Roach
Editor: Tim Thornton-Allan / Matt Pochettino @ Marshall Street Editors Ⓦ
Post Production: The Mill Ⓦ
Sound Designer: Philip Bolland @ Factory Ⓦ

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.