"Eggs (DC)"

26 April 2023

82s

Free range terror

Not every director's cut is an enhancement of the version favoured by the client, but this beauty from Ian Pons Jewell elevates the conceit of the original into a different stratosphere. The 30" edit is getting a lot of airtime in the UK, and it captures DAVID's attention every time... so it wasn't necessarily in want of improvement.

That said, this 82" edit retains that same startling quality, and picks it up like a loose football and runs the full length of the field with it. There are so many marvellous moments in this film which were not included in the 30", that it must have been physically painful to exclude them. (This is why, when they have as much unseen material as this, you should forward your director's cuts to DAVID... whether we can use them or not!)

This ad draws its tone from the gangster movies that inspired it, and here this has been amplified to the nth degree to land the sense of terror when the chickens arrive. The eggs are included in a much more visceral way too, making them seem almost like a black market commodity. Both these dimensions command the audience's attention, and help to ensure viewers are sufficiently intrigued to find out what it's all about.

The service will only appeal to a relatively small number of those watching but, one suspects, the small business owners who comprise the target audience will feel this is speaking directly to them... and, in a very engaging way.

UK

Computer Software