Advertising Done Right
You know, I really do think Bruno Aveillan is a genius, to which I suppose his many awards can also attest. For me personally, his work for the old Thermasilk commercials (do any of you remember those?) is some of his best. The Thermasilk campaign kicked off in 2000 and cost millions to produce a single commercial spot. But oh, what commercials! Hands-down my favorite commercial of all time in this universe or any other:
They just don't make them like that anymore, friends. For that matter, they didn't make them like that before, either. I would love to see a feature-length film done by this fellow, following on his incredible aesthetic sensibility.
Here are a few more at which to gape:
I saw this add on TV the other week and it rather moved me:
Another of Aveillan's. I should have known.
I gotta say, I look at each of these and when I finally figure out what it's advertising it's always laughably banal, almost like a punchline. This guy should at least be doing music videos, where you can be as over-the-top as you want and it works. People buy DVD's of stuff like that. I have four -- Chris Cunningham (the amazing Bjork "All is full of Love" video that outdoes Avelian's Robots at its own game), Spike Jonze, Michel Gondry, and Mark Romanek (Nine Inch Nails' astounding "Closer" video). If Avelian had a DVD that wasn't commercials I'd buy that one too -- he's completely amazing, and it's a mystery why he hasn't done anything bigger. I'm also amazed that I'd never heard of him, thanks for the tip.
Posted by: Mike Jennings | March 29, 2008 at 08:26 PM
I totally remember some of the thermasilk commercials! And I always thought they were awesome. I agree, he should do a movie. Reminds of of Laybrinth, and some how a little of rob zombie's works. *chuckles*
Posted by: Quinn | March 31, 2008 at 09:04 AM
Mike, as a huge fan myself of Romanek ("The Perfect Drug" video remains an all-time favorite) as well as Cunningham, it's perhaps easy to see how Avelian fits into that particular aesthetic, no?
As far as stunning visuals at film-length, I have a feeling you might join me in my veneration for Tarsem Singh. If you're not already familiar with him, he was responsible for the visuals in 'The Cell', and has since directed a film of personal vision called 'The Fall'. Sadly, 'The Fall' had until recently been unable to secure a distributor - that is until our friend Spike Jonze (along with David Fincher) stepped in. Apparently it will be in limited release this April.
The Web Site: http://thefallthemovie.com/ The trailer is available to watch on the site.
From what I've read it's something of a mix between 'The Princess Bride' and 'The Adventures of Baron Munchausen', with what looks to me as a bit of 'Baraka' thrown in for good measure.
I'm rather looking forward to it.
Posted by: milkeye | March 31, 2008 at 02:05 PM
I can see it, Quinn!
Posted by: milkeye | April 03, 2008 at 01:09 PM
Good call, Quinn. Avelian does tickle the same nerves as Cunningham and Romanek which is why I'd love to see him tackle something less banal. And indeed The Cell seems to others to be an anomaly on my DVD shelf ("What's this Jennifer Lopez movie doing next to your Brothers Quay DVD's?") but I simply drank his visions of the minds of those in the film. It's one of the few movies that I actually sat through the Director's commentary. I had no idea about the Fall and I'm grateful for the tip.
Posted by: Mike Jennings | April 06, 2008 at 03:33 AM
Dear Milkeye
I agree, Bruno Aveillan is a pure Genius ! His ads are very different, they're Art ! I found also those :
http://www.youtube.com/watch?v=H22QvGq5m7s&feature=related
http://www.youtube.com/watch?v=JG29SILzy70&feature=related
http://www.youtube.com/watch?v=hjb8VRQH2kM
http://www.youtube.com/watch?v=bfe79b2bEmE
Posted by: campo | May 13, 2008 at 04:56 AM