Reel Opinion Special: Sam Bonwick

A special extra Reel Opinion for you good folk this week, as soon to be departing Reel Deputy Editor (and collator of the regular feature) Sam Bonwick talks through the top five ads of his time with us. After seeing the thousands of ads, shorts and promos that flow through Reel Towers on a regular basis, the man Bonners has let his polite demeanour falter and his opinions rise to the fore in this intriguing insight into just what makes a Dept Ed tick. [JM]

Sam Bonwick
[Former] Deputy Editor
The Reel, London

When I took the job at The Reel, having left the topsy-turvy world of TV production, my dear old dad said, 'I can't stand watching adverts on the telly, why the hell do you want to do that for a living?!' I remember being slightly stumped with that rather simple question, eventually mumbling something like, 'Because I can appreciate them as short creative films'. Dad scoffed and I think he still tells people that I work in TV.

Nevertheless, I have undoubtedly been given plenty of enjoyment from some fantastic adverts, shorts and promos from the minds of some fantastically creative people. I have eschewed 'the most famous drumming simian since Mickey Dolenz' [Jamie Madge describing Cadbury's 'Gorilla', The Reel, 2007], and other obvious choices that even my ad-hating old man tolerates, and tried to look a little deeper for some of the best ads of the past year or so. Enjoy.

Chupa Chups - 'Girlfriend'

Agency: BBH, Singapore

Production: Soft Citizen, Toronto

Director: The Perlorian Brothers

Creative team turned directing duo Ian Letts and Michael Gelfand aka The Perlorian Brothers do funny well. Here they have a new star on their hands and they direct him with aplomb. Chuck had better be big. He better be bigger than Burt Bacharach...or at least Flat Eric. When I first watched this ad I almost choked on my Kellogg's Special K Oats & Honey...and the next day I had a lollipop for breakfast.

13 Eme Rue - 'Gali the Alligator'

Agency: BETC Euro RSCG, Paris

Production: Big Productions, Paris

Director: Terri Timely

Before Chuck sucked his way into my life, there was another cuddly character that found his way onto The Reel and into all our hearts. To use the words of the expertly parodied song-for-kids that Barney wouldn't touch with a barge pole, 'Here comes Gali the Alligator, he's a puppet decimator'. The simple concept of this ad is the Carlsberg-esque idea that 13Eme Rue (a French crime channel) don't do kids TV but if they did it would be bloody good. Who wouldn't laugh with glee when a marauding man in an alligator suit rips off the head and pulls out the intestines of some cutesy woodland creature puppets?! A sane and compassionate person, you say? Oh, right. OK.

Diesel - 'SFW XXX'

Agency: The Viral Factory, London

Production: The Viral Factory, London

Director: The Viral Factory

So, they were the puppets; now comes the porn. I'm not really sure if I'm giving the best impression of myself here.

This one is fresh. So fresh, it's on the front cover of our October international issue [it's not even out yet so there's a sneak preview for you]. An acquantance of one of the Reel team forwarded this onto us without any branding, before we even knew what it was; we just knew it was funny and forwarded it onto all our friends - proof, if proof be needed, that The Viral Factory know what they're doing. When we realised it was for Diesel we were all a bit incredulous but applauded the cahoonas of all involved...especially the man with the Skittles.

The Natural Confectionery Company - 'Bring on the Trumpets'

Agency: Fallon, London

Production: MJZ, London

Director: Tom Kuntz

This ad isn't that funny; after a while it's a bit annoying, but I loved the simplicity of the idea and its excution. If you google 'Bring on the Trumpets' the first thing that comes up is a sponsored link to the Natural Confectionery Co's website. It comes from Fallon. They've thought about it. They've even got Matt 'Dr Sanchez' Berry to do the voice so you know they've thought about it. What kid could resist replying to a sensible question from an adult with 'Bring on the Trumpets' over and over again. The only way to shut them up is to stuff a guilt-free natural sweet into their gob...or hit them. I hope you're proud of yourselves Fallon.

Monster - 'Stork'

Agency: BBDO, New York

Production: Rattling Stick

Director: Daniel Kleinman

If only to prove that I'm not a complete child, I've included this epic and genuinely touching spot for the unlikely client of Monster.com. Rattling Stick rarely produce anything bad and Danny Kleinman has been on fire recently so the omens were good. Part of an inspired campaign for Monster earlier this year, which wheeled out work from uber director after uber director, it still pulls at the heart strings now. It's probably even, deep down, partly responsible for me heading to Australia! [Chris and Jamie have asked me to point out that The Reel office bears no resemblence to the office environment depicted in this ad].