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9 September 2021

Haul order.

by Andrew MacGregor


Maersk: “Upside” - 2 mins

This busy ad for Danish shipping company Maersk arrives as, erm, little arrives elsewhere. One of the brand's affiliates even warns that consumer demand must fall to ease the global supply chain crisis. So, what better time to release a two-minute ode to logistics with the mantra, "Look for the upside"?

The protagonist is whisked from her office to a dystopian port overrun with miniature trucks and helicopters, while cranes with laser eyes loom overhead. If that wasn't enough, she's then caught in a tornado à la Dorothy in 'The Wizard of Oz'.

When she does finally land, it's in a halcyon shipping terminal that port operators worldwide must dream about. Whether the brand can deliver anywhere near this level of harmony remains to be seen.


Film Production: Somesuch Ⓟ Ⓦ
Director: C C Wade Ⓟ Ⓦ
Producer: Tom Gardner
Executive Producer: Scott O'Donnell
Cinematographer: Stéphane Fontaine
Production Designer: Vova Radlinskiy
Editor: Sam Bould Ⓟ Ⓦ @ Final Cut Ⓟ Ⓦ
Sound Designer: Jack Hallett / Josh Campbell @ Factory Ⓟ Ⓦ

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