|
| Smile like you mean it. | |
| by Andrew MacGregor | |
|
|
Matthew Macfadyen may have won a BAFTA, an Emmy, and a Screen Actors Guild Award for his role as Tom Wambsgans in 'Succession', but can he smile with his eyes like Ryan Gosling in 'Drive'? That's just one of many bizarre directions Macfadyen must digest in this super commercial. The director and producer in charge of ITVX's launch ask their stoical lead to forget whatever he read before ("ITVX is so fresh that the script is already outdated") and, erm, play a zombie instead. His earnest efforts to grasp this undead nightmare are priceless. Yet the ad's secret weapon is Macfadyen's smile showcase—to borrow a phrase from Bart Simpson, you can actually pinpoint the second his heart rips in half. Lovely work from agency Uncommon and director David Shane, who somehow has to navigate the tricky path of getting exactly the performance from Macfadyen that the casting director is hoping for.
Product Category: Streaming Services
Territory: UK
|
|
|
