"Charge"

27 March 2013

90s

Grand Vision

Directed by the formidable Romain Gavras, this hugely impressive ad has a host of 'armies' from different genres and eras joining forces on a beach and charging towards a destination unknown to us until the end.

We have Centurians doing battle with cheerleaders; Visigoths and Vikings, cowboys, crusaders and contemporary cops, mythical beasts: all moving forward in one inexorable rush along the shore.

It's gorgeous to watch, and the use of Kill It Kid's 'Run' is perfect - it draws in the viewers and ensures they are fully engaged before it reveals what's being advertised. Having said that... it could have used slightly more of its 90" to highlight the product's features as they look pretty remarkable.

UK

Corporations