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20 July 2021

Suds law.

by Andrew MacGregor

Method: “Must I Evolve?” - 1 min 55s

Uncommon's latest piece of work for Method feels like a good-natured remake of 'The Blob'. Instead of a murderous alien amoeba, citizens are enveloped by soap suds like a hygienic foam party. DAVID never thought he'd use those words in the same sentence.

It's a confidently realised premise, with bubbles coating a city street and smothering identikit rivals in the household cleaner aisle. Who tidies up afterwards is anyone's guess, but Method have their eyes on the bigger picture.

Aided by Jarvis Cocker's pensive yet boisterous lyrics ("Must I evolve?/Yes, yes, yes, yes/Can I stay the same?/No, no, no, no"), the commercial argues that eco-friendly housework is an expression rather than a chore. A fluid, well-staged battle cry from the brand.

Creative Agency: Uncommon Ⓟ Ⓦ
Film Production: Iconoclast Ⓟ Ⓦ
Director: Jonathan Alric
Producer: Jane Lloyd
Executive Producer: Guy Rolfe
Editor: Adriana Legay @ Stitch Ⓟ Ⓦ
Music Supervisor: Joshua Gibbard @ Siren Ⓟ Ⓦ
Music: Must I Evolve? - JARV IS

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