Monday, May 24, 2010


I watched this without really knowing what I was getting into.

The first question that occurred to me was: 'Did they actually hire a stadium for this?' Then I wondered exactly who Wayne Rooney was. Then I just let go, and sat, utterly speechless, at the scale of this advertisement's ambition. Seriously, how much narrative can be compressed into 3 minutes? Someone is going to laugh at me, but it reminds me of Fellini, the way he will scarcely show you something, trusting that even a glimpse of the right image at the right moment will do the work it needs to. There's something hypnagogic here, something mythic maybe.

I am a huge fan of the art form known as the preview, which is closely related to the music video. This ad has all the best elements of both, honed down to a glinting, razor edge. I suspect should be more horrified by this piece of cinema, but I'm not. I love the economy of it (a funny word to use, but it is perversely a very parsimonious piece of work), the efficiency, the direct-to-your-cerebral-cortex potency of it. It was directed by Alejandro Gonzalez Inarritu, of Amorres Perros and Babel fame, but it's almost impossible to find out how much it cost. This would be my only real complaint right now.

1 comment:

Rosie said...

Why are there so many Ronaldo's?
I mean if you don't follow to closely it gets very confusing!