DAVID reviews

3 December 2017

EDEKA: Roll on Christmas.

by Andrew MacGregor


EDEKA: “2117” - 3 mins 53s

German supermarket EDEKA travel one hundred years into the future for their Christmas ad. Not much has changed… well, aside from robots taking over the planet.

As droids patrol the city streets, one breaks formation to investigate an abandoned cinema. Inspired by a festive matinee, the robot hosts its own Christmas do. Despite its best efforts, some things require the human touch.

Evoking Wall-E and A Grand Day Out’s skiing contraption, the likeable protagonist is all inquisitive bleeps and festive cheer. Good table manners, too.

The brand encourage shoppers to welcome all this Christmas - human or otherwise. Technophobes will require more convincing; for everyone else, it’s a lovely piece of work.


Film Production: MJZ Ⓟ Ⓦ
Director: Matthijs van Heijningen Ⓟ Ⓦ
Producer: Donald Taylor
Executive Producer: Helen Kenny
Editor: Jono Griffith @ Work Ⓦ
Post Production: MPC Ⓦ
VFX: MPC Ⓦ
VFX Shoot S'visor: Diarmid Harrison-Murray / Rod Norman
Colourist: George Kyriacou
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