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24 August 2021

Nothing good on these days.

by Syd Briscoe

Danone Light & Free: “Smash” - 30s

Traditional yogurt ads are in the firing line in this amusing outing for Danone Light & Free, which rejects the notion that it's possible to eat such goop sexily. A bunch of models consume the product on-screen before a woman chucks her telly out of the window, smashing it to pieces. Sometimes the remote control just isn't enough.

It's handled well by director Jim Gilchrist, with a CRT television providing bang for Danone's buck on landing. The final graphic and voiceover ("It's FREE-kin' tasty!") spoil the overall effect, but it may penetrate viewers' skulls deep enough to ensure brand recall. Meanwhile, old school rock stars will enjoy a reminder of hotel expressionism.

Creative Agency: The&Partnership Ⓟ Ⓦ
Film Production: Outsider Ⓟ Ⓦ
Director: Jim Gilchrist Ⓟ Ⓦ
Cinematographer: Will Bex
Editor: Ed Cheesman Ⓦ @ Final Cut Ⓟ Ⓦ
Post Production: Charlotte Shearsmith @ No.8 Ⓟ Ⓦ
Colourist: Jean-Clément Soret
Sound Designer: James Lyme @ No.8 Ⓟ Ⓦ

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