DAVID reviews

10 January 2018

Fear the walking ted

by Alice May

TurboTax: “Closet” - 60s

We've all had recurring anxiety dreams prompted by urgent chores; endured the dread of tackling a certain task in case we throw a terrible light on the truth.

So this spot for Turbotax, a US tax preparation software product, is bang on the, er, money with its homage to horror flicks. Because tax returns are like the annual visitation of a doom-foretelling comet; as they loom ever nearer the hope of completing them correctly morphs into crushing fear lest a carelessly calculated figure leads to world destruction and/or a fine.

So the ad opens on a sobbing woman hiding in her closet. Her tears glisten in the light shining through the slats into the darkened space as an unseen threat draws ever closer. What ghastly revelation is about to occur? What inhuman monster is about to rip her head from her shoulders? How did she get into this situation? We're gripped by the desire both to know and to look away.

The ad as scary movie isn't a new idea by any means, but as we always say, it's what you do with it that counts. One of the things that makes this so successful is the sheer length of time spent on the threat once it's visible - because the more we see, the more we're trying to process it.

You must watch for yourself to find out - but whatever you think it may be, it isn't. And we're pretty certain you'll be as speechless as we were when we saw it. Brilliant.

Creative Agency: Wieden + Kennedy Ⓦ
Creative Director: Micah Walker / Tim Roan
Creative: Bertie Scrase / Christen Brestrup
TV Producer: Alexei Vanmourik
Director: Gary Freedman Ⓟ Ⓦ (Independent Ⓟ Ⓦ)
Cinematography: Hoyte van Hoytema
Colourist: Jean-Clément Soret @ MPC Ⓦ

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