"Not Dreaming"

21 February 2022

60s

California trip.

This beautifully executed commercial is not for the faint-hearted... DAVID has an aversion to heights, and this brilliantly crafted film pulled this particular trigger with such violence that he dived under the desk when he watched its protagonist leap from a high building. She is Alice, and it's no accident that she shares a name with the heroine of Lewis Carroll's Wonderland-set fantasy.

The trippy action leaps from one sequence to the next to create an impression of an astonishing experience… something The Shipyard are keen to associate with America's most populous state.

It amplifies an idea of California which has existed in one form or another for more than fifty years. It may antagonise red cap wearing morons but it's good for business (come to think of it, it's probably also good for business that it antagonises red cap wearing morons.)

Director Roderigo Valdes has created a film which really stands out… which is just as well, as this was shown during the Super Bowl earlier this month. That was perfect timing, as California was in the spotlight anyway, on account of Los Angeles hosting the event.

USA

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