Shipwreck.

We're had to break our recently imposed rule about not including ads with insufficient credits in order to feature this commercial. We weren't able to provide this info as this was apparently made without anyone being given old-fashioned roles like 'director', 'director of photography', 'editor' and so forth. Instead, we learn from the press release, start-up agency Hijinks "worked hand in hand with the Royal Navy’s communications team, including its Photography and Video Unit (known as the Phots) and its graphics and campaigns teams."

If this isn't discouraging enough, we then learn that client and agency "wrote, directed and edited the films using Hijinks’ unique ‘Creative Bubble’ method which involved them working together as one team".

Well, we hate to burst the 'creative bubble' but someone needs keelhauling for this. The outcome is as good an argument as can be made for using specialists, and for recognising the value of expertise. There's a reason why directors are invited to make commercials, and this film is that reason.

Apparently, the 'creative bubble' has been working on these since June, which makes the 'managing director has a nephew with a camcorder' vibes even harder to understand. Some of the photography is decent enough... but the way it's been compiled (we really cannot use the word 'edited') beggars belief. Parts of it are so hurried that it's as if you've accidentally sat on the Sky remote and put it on x4.

There are a number of accompanying films which tell the stories of the individuals featured in the hero spot. These too suffer from a vacuum of talent behind the camera, but the blameless individuals on the other side of the camera have affecting tales to tell, and that counts for something.

Product Category: Recruitment

Territory: UK

Shipwreck.

by Jason Stone

We're had to break our recently imposed rule about not including ads with insufficient credits in order to feature this commercial. We weren't able to provide this info as this was apparently made without anyone being given old-fashioned roles like 'director', 'director of photography', 'editor' and so forth. Instead, we learn from the press release, start-up agency Hijinks "worked hand in hand with the Royal Navy’s communications team, including its Photography and Video Unit (known as the Phots) and its graphics and campaigns teams."

If this isn't discouraging enough, we then learn that client and agency "wrote, directed and edited the films using Hijinks’ unique ‘Creative Bubble’ method which involved them working together as one team".

Well, we hate to burst the 'creative bubble' but someone needs keelhauling for this. The outcome is as good an argument as can be made for using specialists, and for recognising the value of expertise. There's a reason why directors are invited to make commercials, and this film is that reason.

Apparently, the 'creative bubble' has been working on these since June, which makes the 'managing director has a nephew with a camcorder' vibes even harder to understand. Some of the photography is decent enough... but the way it's been compiled (we really cannot use the word 'edited') beggars belief. Parts of it are so hurried that it's as if you've accidentally sat on the Sky remote and put it on x4.

There are a number of accompanying films which tell the stories of the individuals featured in the hero spot. These too suffer from a vacuum of talent behind the camera, but the blameless individuals on the other side of the camera have affecting tales to tell, and that counts for something.

Product Category: Recruitment

Territory: UK