The Reel Opinion: Eric Quennoy

Thankfully nobody expressed feelings of utter disgust or horror at last month’s inaugural Guest Editor feature, with RKCR/Y&R’s Damon Collins. In fact we had a very positive response, so, as promised, we’ve brought it back for its regular monthly slot – and we’ve even given it a proper name! This time we’ve gone for an international feel with Wieden + Kennedy Amsterdam’s Eric Quennoy offering his view on five recent ads of note.

Eric Quennoy
Creative Director Wieden + Kennedy

Specsavers ' Eerie'

Agency: Specsavers, Glasgow

Production: Rattling Stick, London

Director: Daniel Kleinman

What's that thing about a long walk for a short glass of water? A young boy loses his ear at the barber and a woman can't quite finish shoving her dead husband's leg down the Insinkerator because some arsehole - who forgot to change his specs - has accidentally cut the town's power supply by chopping down telegraph poles. This man doesn't need glasses, he needs professional help. Maybe parenthood has made me soft, but I don't want any part of this sad world or its cheap spectacles.

Amnesty International 'Stuff of Life'

Agency: Drugstore, London

Production: Dark Fibre, London

Director: Marc Hawker

Speaking of a short glass of water, this spot shows us a full 50 seconds of gorgeously filmed water shots followed by 5 seconds of gruesome water torture. I understand that sometimes it's nice to disarm the viewer, dupe them into thinking their watching something light and cool, before giving them a big sucker-punch to the nose. In this case, I’m not so sure. The final water torture scene is so powerfully real and horrific as it is that I think it would have just as much impact as a ten second spot.

Drench 'Brains'

Agency: CHI, London

Production: Rattling Stick, London

Director: Ringan Ledwidge

I’ve never worked on a brief for bottled water but I can imagine it’s a planner’s worst nightmare. In this case we get the brainy dude from the Thunderbirds busting some moves under the influence of Drench Spring Water. I laughed on several occasions and rather enjoyed the puppetry until finally, we bear witness to the planner’s desperation: Brains perform best when hydrated. Well at least it’s something for the creatives to riff on, if not in any way differentiating, but shouldn’t the brainy guy then be doing something brainy?

Orange 'Rewind City'

Agency: Publicis Conseil / WAM, Paris

Production: Rattling Stick, London / WANDA, Paris

Director: Ringan Ledwidge

What’s not to like about this spot? It’s beautifully shot, well cast, full of charming little moments and delivers the message clearly. Some cynics may suggest it’s a bit too sweet, but I like the fact that the creatives resisted doing something needlessly whacked out in favour of giving us a simple, well made little feel-good story.

Philips 'Karis'

Agency: DDB, London

Production: Sonny, London

Director: Fredrik Bond

It was a matter of time before someone decided to use a tranvestite/transexual for a feminine beauty product. To the credit of all those involved, this spot is tastefully shot and doesn’t feel remotely exploitative. My problem is more with the messaging. I’m not quite sure, but is this shaver for freakishly hairy women? Also, is it generally accepted that all men are ‘not great with pain’. I know I’m not, but Andre the Giant sure could take it.