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14 May 2019

A Funny Thing Happened On The Way To The Conference.

by Alice May


Amazon Prime: “Conference” - 60s

The next phase of Amazon Prime's 'great shows stay with you' campaign is underway - and it's every bit as impressive as the debut work.

Once again, each spot focuses on a central character whose behaviour is affected by a TV series they love. But this time, the critical moment in the episode they watched the night before isn't revealed until the end. Up to that point, all we hear is orchestral music gradually rising to a dramatic crescendo as the scene unfolds.

This particular execution is terrific on two levels. A clammy young employee takes to the stage at a conference with his dog-eared notes (nice detail), and, evidently consumed with nerves but desperate to make a go of it, he starts speaking.

The reaction of his audience appears to go from disbelief to chuckles to helpless laughter. We feel for the guy. He initially seems to be misreading the room as a goofy grin spreads across his face.

But when he raises his arms in triumph at the end, the scene suddenly cuts to the night before - and we suddenly understand.

So not only does the ad neatly emphasise, as before, the idea that TV box-setting can be good for us, it reminds us that things aren't always as they seem and that we'd do well to watch more closely.

The casting is perfect and the whole film is beautifully observed, right down to the soulless corporate lighting (courtesy of cinematographer Daniel Landin and colourist Jean-Clément Soret) and those massively sweat-stained pits. Director Steve Rogers has pulled it all together beautifully.


Creative Agency: Droga5 Ⓟ Ⓦ
CCO: David Kolbusz
Group CD: Raphael Basckin / Shelley Smoler
Creative: David Wigglesworth / Ed Redgrave
Managing Director: Heather Cuss
Account Director: Callum Raines
Strategy Director: Tim Whirledge
Agency Producer: Peter Montgomery
Ass't Prod (Agency): Manon Rees
Cinematographer: Daniel Landin
Production Designer: Drogo Michie
Costume Design: Rosa Dias
Hair Design: Louise Hinton
Make-Up: Louise Hinton
Editor: Jonnie Scarlett Ⓦ @ The Quarry Ⓟ Ⓦ
Offline Producer: Tor Adams
Post Production: Jon Purton @ Electric Theatre Collective Ⓟ Ⓦ
Colourist: Jean-Clément Soret @ MPC Ⓟ Ⓦ
Sound Designer: Sam Ashwell Ⓦ / Jeff Smith Ⓦ @ 750MPH Ⓟ Ⓦ
Music Supervisor: Hywel Evans
Composer: Philip Kay @ Woodwork Music Ⓟ Ⓦ

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