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7 October 2020

Wolf it down.

by Jason Stone

Rustlers: “Little Red Riding Hood” - 60s

There's fun to be had from the conceit of working over the Little Red Riding Hood story with a positive spin to illustrate the idea that the advertised food is 'better than you think' but - given the personnel involved - this hasn't hit the notes that it could and should have.

The problem is that this overlong offering steps too far away from the agency's own notion and results in a film which feels as though the audience has missed a previous ad which successfully establishes the idea.

When Little Red Riding Hood opens her grandma's door to discover a wolf in her clothing, DAVID initially thought the twist was that her grandmother was, in fact, a wolf. It's only after the shift in tone at the 25" mark that it becomes clear that the wolf is an interloper who has despatched granny into the great beyond. While awards juries will doubtless extol the bravery of this dark turn of events, we can't quite see the public, who naturally pay less attention to advertising than the people who make it, favourably connecting the advertised product to this fairy tale with an 'improved outcome'.

It's a shame because the 'better than you think' idea clearly has legs and having sold it to the client, this feels like a squandered opportunity to create something that chimes with the public as much as with advertising's Twitterati.

Creative Agency: Droga5 Ⓟ Ⓦ
CCO: David Kolbusz
Creative Director: Ed Redgrave / David Wigglesworth
Creative: Philippa Baines / Melina Filippidou / Ash Hamilton / Sara Sutherland ♀ Ⓟ Ⓦ
Agency Producer: Peter Montgomery
Film Production: Biscuit Filmworks Ⓟ Ⓦ
Director: Jeff Low Ⓟ Ⓦ
Producer: Jeff McDougall
Executive Producer: Rupert Reynolds-Maclean Ⓟ
Cinematographer: Igor Jadue-Lillo
Production Designer: Caitlin Byrnes
Editor: Saam Hodivala Ⓦ @ Work Ⓟ Ⓦ
Colourist: Alex Gregory @ The Mill Ⓟ Ⓦ
Sound Designer: Adam Smyth @ String and Tins Ⓟ Ⓦ

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.