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8 April 2018

Small is beautiful.

by Jason Stone

giffgaff: “Small v Big” - 60s

It's nearly twenty years since Anthony Hopkins's rumination on the value of all things 'big' for Barclays Bank, and giffgaff have just issued a commercial which, advertently or inadvertently, is a perfect riposte to it.

Director Ed Morris - who also created the script - points his camera at a captivating young woman called Molly who recites his artfully-written monologue. As she speaks the playful, rhyming words championing the beauty of 'small', the camera slowly zooms towards her face.

A lot of thought has gone into the detail, the location stands out because it doesn't, while the teasing glimpse of the Chevrolet Caprice parked behind Molly, combines with the briefly-heard chorus from Siouxsie & The Banshees's 'Hong Kong Garden' to generate a retro feel. This could be a character being hurtled back to the 1970s by whatever force put Sam Tyler there in 'Life On Mars'. There's no particular rationale for this but it's intriguing... and intrigue is a great way of capturing attention.

Given the unorthodox approach adopted by giffgaff who eschew a conventional agency in favour of in-house expertise and astutely chosen freelancers, it would be convenient for the advertising industry if their work suffered from a lack of strategic thinking. But this excellent film looks to be the latest plank in a carefully judged plan designed to extend the brand's existing popularity beyond the young demographic who have enthusiastically got on board with its easy-going ethos.

The focus of giffgaff's message may be 'small' but their ambition is 'big'.

Creative Agency: giffgaff Ⓦ
Creative Director: Tom Rainsford
Creative: Ed Morris
Head of Content: Abi Pearl Ward
Agency Production: Like-Minded Individuals Ⓟ Ⓦ
Agency Producer: Tracy Stokes
Film Production: Rattling Stick Ⓟ Ⓦ
Director: Ed Morris Ⓟ Ⓦ (Riff Raff Films Ⓟ Ⓦ)
Producer: Polly Du Plessis
Editor: Flaura Atkinson ♀ Ⓟ Ⓦ @ The Quarry Ⓟ Ⓦ
Offline Producer: Tor Adams
VFX: Reece Ewing / Rebecca Perry @ The Mill Ⓟ Ⓦ
Sound Design: Wave Ⓟ Ⓦ
Music: Hong Kong Garden - Siouxsie & The Banshees

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.