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12 February 2019

Bread Boundaries

by Syd Briscoe

Oululainen: “Personal Space” - 40s

This amusing commercial for Finnish bakers Oululainen invokes a key aspect of the nation's character - respecting personal space. Rovaniemi-native Pete Riski proves a fitting choice of director, delivering an affectionately tongue-in-cheek portrayal of his homeland with a refined touch.

Canny sound design enhances the premise as the crunch of snow and rustle of coats accompany an otherwise silent bus stop encounter - no unnecessary small talk to be had. Comically blunt supers then drive the message home: Finnish bread should be as no-nonsense as the people themselves... and probably prefers to keep its distance from other loaves too.

Director: Pete Riski Ⓟ Ⓦ (Rattling Stick Ⓟ Ⓦ)
Cinematographer: Jean-NoŽl Mustonen Ⓦ (Vision Ⓟ Ⓦ)

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