David Reviews

 "You're not an artist, Peggy. You solve problems." Don Draper.

JIM HOSKING JOINS RADICAL MEDIA
12 June 2024

After spending a few years single-handedly broadening the scope of independent cinema, Jim Hosking has returned to the advertising fold. Radical Media will represent him globally, and it's going to be fascinating to see what he brings to the party after his avant garde adventures in the world of features.


My brain is excited and pulsating with this excitement and I intend to prove this to be the absolute truth.

 ”

Jim Hosking has a mind that makes the most of the opportunity provided by his eye for absurdity, and his directorial work is marked by insanely attention-grabbing action that drills into your brain like a friendly parasite. Oh, and unfurling... Hosking is a big fan of unfurling.


This 2021 Jaffa Cake commercial is proof that surreal scripts have a way of tracking down Jim Hosking, and that he has a habit of elevating their absurdity in a highly engaging fashion. (Also, pay attention to the unfurling.)


In this quartet of short commercials for Gumtree, Hosking indulges his silliness, unfurling and – his other great love – handmade signs which hove into view in a faux amateur manner. The slightly off delivery is perfectly weighted to persuade someone whose face is buried in a mobile phone to glance up and pay attention to what's on the telly. And, these days, that's a precious commodity.

Hosking says of his new station: "I’m really excited to work with the good people of Radical Media to express myself in exciting bold new ways. My brain is excited and pulsating with this excitement and I intend to prove this to be the absolute truth."

Radical Media's Ben Schneider ripostes with: "There’s nobody quite like Jim Hosking. A creative innovator whose artistic lawlessness is truly Radical. This is going to be fun."

To learn more about Jim Hosking or any of the RadicalMedia directors, please contact Jodie Brooks on jodieb@radicalmedia.com or call the London office on +44 20 3319 6900‬.

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