DAVID reviews

3 January 2018

Ho-hum housing.

by Andrew MacGregor


PIK: “Just Ordinary” - 73s

DAVID's coverage of Russian property development receives an overdue boost thanks to this PIK commercial. The ad describes how everything in this apartment block's courtyard is little more than "ordinary"... though there's plenty to attract prospective residents.

The ad does a good job of conveying the brand's design ethos; greenery, leisure space, and wi-fi access are just some of the amenities featured. Off-beat performances ensure the brand stick in the mind, too - not that we have much knowledge of their competition.

The action has been neatly choreographed by Danny Sangra and it conveys an unusual impression of desirability.


Film Production: Lief Ⓟ Ⓦ
Cinematograper: Marcus Autelli

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