Film > TV / Cinema Film: Sectors
ANTI-MANIFESTO
ARNOLD WORLDWIDE, Boston / JEEP / 2018
Awards:
Overview
Credits
Overview
BriefExplanation
In recent years, the Super Bowl has become an opportunity for companies to overstate their importance in our lives. Brands are using the event as a soapbox. Preaching “important” themes and making big declarations by way of “anthems” AKA “Manifestos”. We wanted to stay far away from that well-trodden territory for one reason: because a JEEP, still the most capable vehicle a consumer can buy, speaks for itself. This spot is an Anti-Manifesto.
EntrySummary
Our approach was to create the Anti-Manifesto. No typical, “sheet metal” angles, no typical locations that we have seen a thousand times, no cuts in the film, and absolutely no CG. Just one take, so the audience could appreciate that what was happening in the spot was real. Add to that the voiceover: which is less of a script and more of a commentary on the state of advertising. No grandiose speeches. No claims to overarching human truths. No “anthems”.
No bullshit. And we ended up with a spot that stood out in on the Super Bowl, partially because of what it is, but largely for what it is not.
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