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7 January 2022

No Shade

by Syd Briscoe

Amazon Prime: “Medusa” - 30s

Amazon Prime continue their reinterpretation of historical myths with this take on Medusa, who's becoming thoroughly bored by the whole turning-people-to-stone thing. Rather than stay cooped up in her cave with her petrified companions forever, the proto-girlboss orders some shades from the advertised site in so she can get out on the town.

Director Wayne McClammy has taken an assured approach with this entire campaign, and his ability to highlight small details and pack humour into a brief runtime shines through here. Little touches like the mythical monster's tail sweeping confidently through a club, or the jaw falling off a frozen admirer, add to the film's appeal.

Great production design also continues to characterise the campaign, with costuming (especially on Medusa's new non-statue pals) being a particular highlight here. One-day delivery may still feel futuristic to some, but these ads suggest being 'a thing of the past' can be just as compelling.

Creative Agency: Joint Ⓟ Ⓦ
Creative Director: Algy Sharman / Jack Brough
Creative: PJ Kirby / Rory Robinson
Cinematographer: Erik Messerschmidt
Production Designer: Robb Buono
Post Prod Producer: Antonia Vlasto @ Electric Theatre Collective Ⓟ Ⓦ
VFX: Simon French
Sound Design: Factory Ⓟ Ⓦ

David Reviews is hand-crafted at 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.