It doesn't really get going until it fast forwards through the history of Sky TV's contribution to popular culture. Thirty years of highlights squished into less than a minute stirs some meaningful memories. And as Game of Thrones has been with Sky Atlantic all the way, it's a timely acknowledgement of their role in the channel's reputation as a provider of the broadcaster's most talked about content.
After ninety seconds of nostalgia courtesy of Sky, we're offered the opportunity to see Uncommon Studios' postmodern commercial for Brewdog. The brand that said it would never advertise opted for a playful way to break its pledge, and – typically – the PR savvy Nils Leonard made the most of it.
He is, at least, consistent... when the Uncommon co-founder recorded a podcast with DAVID REVIEWS, he specifically drew attention to the lack of sophistication in the ad breaks during Game of Thrones. His company's parodic effort for Brewdog may be a jokey way of tackling this issue, but it's a start.
The third piece of work in this ad break is for Amazon and has the retailer positioning itself as a company unwilling to accept that it's 'the thought that counts' because a shite gift is a shite gift. Even so, any sense that they don't support the romance of a carefully selected present is quickly dispelled. The company's best advertising is for their TV streaming service, and this is pretty pedestrian compared with the films in that campaign.
The collective strop thrown by the advertising industry when Audi announced their intention to review their UK account wasn't anyone's finest moment. If ever there was a time for quiet dignity, this was it. That's not to say that BBH don't deserve to retain the account… they plainly do, but it's not an entitlement, and it's a mistake to suggest that it is. One of the marque's commercials appears in this compilation, and it says something about the high standards achieved by BBH for Audi that this impressive film is unlikely to be on anyone's list of the best ten Audi ads.
The Trip Advisor owl is a perfect illustration of Nils Leonard's point about the gulf in sophistication between programming and advertising. Whatever its faults – and in DAVID's opinion, there are many – Game of Thrones always gave its audience the benefit of the doubt… it never patronised, and it never pulled its punches.
By comparison, this campaign for a highly respected online service talks to the audience as though they are fucking idiots. The imagery is bad enough – and it is bad, really bad – but it's the voiceover that kills you. It possesses the earnestness of a primary school teacher reassuring parents that all the boys and girls will win prizes on sports day. It makes you want to commit an act of such unspeakable cruelty to the feather-headed fucker that Chris Packham sets up a vigil outside your house in memory of it.
A little blast from Mozart's Requiem accompanies a tussle in a hallway in a smart piece of advertising for Domino's Pizza. Their 'Official Food of…' campaign has an easy charm, and frequently offers a timely reminder to those in need of sustenance that there is an appealingly lazy option available to them.