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12 August 2019

I want it all.

by Andrew MacGregor


Galaxy: “Choose Pleasure” - 60s

Galaxy take aim at aspirational overload in this pacy commercial, wherein a jogger is encouraged to achieve... well, everything at once. Egged on by a motormouth narrator, she then crashes boardrooms, parties, beauty salons, and avant-garde theatre in a bid to become her 'perfect self'.

Said frenzy is shot with tongue firmly in cheek by director Andreas Nilsson, who executes some neat transition shots that drip with the protagonist's sweat and increasingly strained enthusiasm. Compounding the effect is the relentless VO, who becomes virtually indecipherable halfway through.

It all culminates in a fun yet pointed riposte to self-improvement overkill. While the brand aren't suggesting viewers ditch every pursuit in favour of sugary treats (not when their competitors have leapt on the healthy eating bandwagon), they do make a compelling argument for savouring the odd moment of selfishness.


Creative Agency: Abbott Mead Vickers BBDO Ⓟ Ⓦ
Creative Director: Alex Grieve
Creative: Polina Zabrodskaya Ⓦ / Michael Jones
Account Team: Katy Talikowska / Thomas Ghiden / Natasha Hoban
Business Team: Ashley McLeod
Planner: Alaina Crystal / Michael Case
Agency Producer: Darapen Vongsa-Nga
Film Production: Biscuit Filmworks Ⓟ Ⓦ
Director: Andreas Nilsson Ⓟ Ⓦ
Producer: Toby Courlander
Executive Producer: Rupert Reynolds-Maclean Ⓟ
Editor: Ben Campbell Ⓦ @ Cut+Run Ⓟ Ⓦ
Colourist: Seamus O'Kane @ The Mill Ⓟ Ⓦ
Sound Designer: Sam Ashwell Ⓦ @ 750MPH Ⓟ Ⓦ
Music Supervision: Mr Pape Ⓟ Ⓦ

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