Jeep Superbowl Advert

You may remember I posted a copywriting speculative Jeep advert of my own creation in Melbourne, involving one very angry Mountain Goat. Well, here’s the official 2016 Jeep Super Bowl advert:

Just goes to show how many different ways there are to tell a story. I like their advert a lot, with its rhyming opening and very human connection. For me personally it’s a little too sentimental, but I love its adventure angle that touches every level of person – and even dinosaurs and robots.

Jeep on Amazon

In my experiments to start advertising products and services I myself favour (anything connected to adventure), click on the images below to go some Jeep accessories on Amazon (I definitely want a Jeep Wrangler for myself).

Alien Stanley Advert

Following on from my post about Ridley Scott’s latest developments in mixing film and advertisement, I created my own Stanley tools advert in a similar way with Scott’s 1979 film Alien as the accompanying creative.

When thinking about what Alien could be used to advertise, I felt the one thing the crew needed the most while being hunted by the Xenomorph were some bloody good tools. Fixing hull breaches, exploring alien ships, climbing into air ducts. If your tools aren’t good enough, then you’re dead meat (as when the tracker loses the Xenomorph which then goes onto kill Dallas).

With all the kinds of maintenance issues you would encounter in the Nostromo spaceship, you’re going to have to use a lot of DIY skills. Which is exactly what Stanley says in its branding, so I plumped for this over Black & Decker, even though the latter publicises its tools that have actually been used in outer space (click on ‘load more’ to see what I mean).

Watch the afore mentioned youtube video for an idea of the air ducts and flamethrower, along with this clip for the maintenance room with hanging chains. I’ll draw and upload a storyboard soon, but for now, enjoy the copy:


INT. COMMERCIAL TOWING SPACESHIP. Darkness. Lights suddenly flicker to life to reveal the SLEEPING PODS. The PODS open and CREW MEMBERS ONE, TWO and THREE awake and climb up out of them.


You never know when a problem will arise that needs urgent attention.

The CREW shower, open lockers with pictures of scantily clad women and zip up into their uniforms. CREW ONE sits down in front of the SHIP COMPUTER and starts typing on the keyboard. An electrical panel is highlighted on screen, in need of fixing.

VO (cont.)

Your tools need to be reliable the moment you start using them.

CREW TWO and THREE are in another room opening a cabinet revealing power tools, hammers, sledgehammers and various workmen tools. CREW THREE turns on his POWER TOOL and watches it whirl, STANLEY LOGO briefly visible. With their tools, CREW TWO and THREE walk through the ship and into a maintenance room with lots of dripping water. Chains swing about.

VO (Cont.)

Because sometimes you’re going to enter unfamiliar territory.

They look up and see a loose AIR VENT hanging open. Acid holes are burning the floor below. CREW ONE leans forward in his chair, looking at the image being broadcast from the other CREW TWO and THREE’s shoulder mounted cameras.

VO (Cont.)

And a ‘do-it yourself’ attitude is going to be key to success.

Switching on his mounted light, CREW THREE is given a boost into the air vent, POWER TOOL in hand. Turning on his MOUNTED LIGHT, he peers forward into the darkness of the tight shaft and shuffles forward, sweating, alert.

VO (Cont.)

Inferior equipment is not a choice for those who want to complete the job.

The MOUNTED LIGHT flickers and dies. An ALIEN SOUND starts making its way towards CREW THREE in the ventilation shaft. He reaches around his shoulder and draws a FLAMETHROWER, using its light to peer into the darkness. He sees the panel that needs fixing. 

VO (Cont.)

In the end, you’ll always return to the tools you can trust.

The ALIEN SOUND grows closer. CREW THREE lowers his flamethrower and grips his POWER TOOL, presses the on-switch and thrusts forward. The screen blanks out. The WEYLAND-YUTANI LOGO sits alongside the STANLEY LOGO, its main tool sponsor and partner.


Alien is in my top five favourite movies of all time for its deadly suspense and believable alien models (no CGI here). The link below will take you to the film purchase on Amazon, and there’s even a Stanley Power Tool there for those of you who have got the DIY bug!

Ridley Scott and Film Advertisements

My favourite director of all time is Ridley Scott. From the romantic painting-like images of The Duellist to the sci-fi glory of Blade Runner (my very favourite film) and horror of Alien, his work always inspires me.

What I’ve enjoyed most recently however, is his role in film commercials – you know, those crappy fast paced flicks that leave no room for imagination and tell you the entire story if you’ve got half a brain? Well for his latest films from Prometheus to the The Martian, Scott had advertisements created that communicate wider messages of his film while leaving it to the viewers imaginations as to what scenes they might actually see when they enter the cinema. At the same time, some of them are functioning as much more subtle advertisements for real brands.

Granted, these are only digital shorts that I don’t believe are on mainstream TV (then again I haven’t been watching any TV since I went travelling), but it’s a step in the right direction. Take this quote from Ad Week:

“I think the earlier we can start to define our marketing goals and have those inextricably linked to the core idea of the film, the more powerful the advertising can be.”

Or to put it more succinctly:

“People don’t want to be bullshitted.”

Bang on.

Scott’s RSA Films is working with Wild Card to produce these digital shorts through marketing company 3AM. Watch this commercial for The Martian that is also an advertisement for Under Armour, an American sports clothing and accessories company. So smooth, so well executed.

An example of shorts designed solely to hint at the content of a film is this introduction to David, the android from Prometheus. His words hint at the trouble to come: “I can carry out directives that my human counterparts might find… distressing. Or unethical”.

For me, fusing this kind of creative freedom with brand objectives is an exciting development in the swirling digital mix. I’ll be uploading my own work on this soon…


Londoners do it best

Deloitte has named London the world’s ‘Talent Capital’ with 1.5 million of us professional power house dogs identified as having a ‘high skill set’. The future of the capital is to (hopefully) be balanced with growth in digital and media. Even at this early stages of my careers, I can attest to the high number of driven and open minded individuals I have met and had the luck to work with so far.

And what do I say is the best part of London…?

East London of course!

Originally taken from The Drum

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