A perfectly executed schtick for Whatsitsname
Two quotes from colleagues come to mind here:
"Ladies and gentlemen, we've got ourselves a schtick." A colleague would say this when we were watching a director's reel and a spot would come on like this. We've got something happening in scene after scene for the first 90% of the spot, then a short, tight reveal at the end that ties to the advertiser. These were very popular in the aughts. Two examples from my former employer from that era: Monster.com "Daybreak" and "Slots." I'll admit I've done one or two in the past, too.
"That's a long way to go for a ham sandwich." A colleague would say this when an elaborate schtick would lead to an unimpressive point. I first saw the 2-minute version of this on some ad industry sites. That's a long time to watch a schtick without knowing why. I've posted the 1-minute version which I think works better because you're not left in the dark as long. You're welcome.
There's no question this is brilliantly done. The situations, the wardrobe, the performances, the edit. It's all perfect. System1 says it gets a 3.8 in their test, which is pretty good.
I've advertised for banks. It's so hard to do something fresh or to find a fresh insight. They've found one here, but I feel like they could have spent a little more time telling me something more tangible about how they would solve the problem they just raised. We're just told, "...to start a new [relationship with money], talk to us today."
Still, it's a fun schtick, isn't it?
Director: David Shane. Agency: BBH, London
