As part of my creations inspired by 3AM’s Under Armour advert with Ridley Scott’s The Martian, here is my next idea: an advert for Yellow Cabs NYC that uses The Fifth Element as the creative.
The Fifth Element is one of my favourite all time movies (and Luc Besson another of my favourite directors). When deciding what company could best use its story to advertise with, the answer was easy: taxi companies. I’ve seen the taxi drivers on strike here in Melbourne against google-owned Uber, so I plumped for an original yellow cab style company as the client. Watch this clip for the atmosphere of The Fifth Element’s futuristic New York with flying taxis, cop cars and McDonalds advertisements.:
EXT. A NEW YORK OFFICE BUILDING – DAY.
A WOMAN with dyed red hair exits a building in NEW YORK. She tries to book a cab on her mobile, but a message says there is a waiting time of 10 minutes. Another message from MATT pops up, saying, ‘Don’t be late!’. Frustrated, she looks around.
A yellow TAXI suddenly veers out in front of her from below, revealing that this is in fact future NEW YORK, with anti-gravity cars and people exiting their offices and homes hundreds of stories up into the sky. BRUCE WILLIS leans out of the driver window.
Where to miss?
The WOMAN smiles and gets in the TAXI.
The Statue of Liberty.
Statue of Liberty it is. Hold on!
The TAXI flies off around the office building and past other flying cars, floating traffic lights and a modern day McDonalds advertisement in this future New York. They come to a halt in traffic that isn’t moving.
Don’t worry, I know a shortcut.
WILLIS looks at a nearby POLICE CAR that is watching the traffic. Inside, the POLICE OFFICER looks the other way, eating his doughnut. WILLIS smiles.
Here we go!
The TAXI dives off at an angle into a tunnel. The POLICE OFFICER swings his head around, but sees nothing. He starts chewing his doughnut again. The TAXI flies along the tunnel, the WOMAN checking her watch and smiling. They emerge near the ground next to the Hudson River. Tourists are boarding ferries nearby.
Do I need to get out?
No, you’re in a Yellow Cab – you can go anywhere.
The TAXI goes through a special taxi checkpoint and flies over the Hudson, aiming straight for Liberty Island and the Statue of Liberty. The WOMAN checks her phone and sees a message from MATT that says ‘I’m here’. The TAXI pulls up in a taxi rank above the water, and the WOMAN steps out. MATT lowers his phone and looks up at her, smiling.
Thanks so much!
Forget about it! Have a great day miss.
The WOMAN turns and goes to MATT. ANOTHER WOMAN calls WILLIS’ attention.
Taxi! I’m running late, can you get me to Grand Central for 2 o’clock?
WILLIS looks at her, and then to the camera with a knowing look on his face. Cut to the TAXI flying off over the river away from the Statue of Liberty. Yellow Cab NYC logo appears on screen.
Yellow Cab NYC. Go anywhere.
The Fifth Element is one of the few movies I can watch again and again without ever getting bored. For me, it’s got the perfect balance of action, characterisation and deep storytelling. Perfect pace. The standard film can be purchased through the Amazon link below, but for the love of God consider the first link to the brilliant and Limited POP Art Edition. A must have for every fan.