| Title | THE GENERAL |
| Brand | UNILEVER |
| Product/Service | VO5 |
| Category |
A01. Direction |
|
Entrant Company
|
HAVAS WORLDWIDE London, UNITED KINGDOM
|
|
Advertising Agency
|
HAVAS WORLDWIDE London, UNITED KINGDOM
|
|
Media Agency
|
MINDSHARE London, UNITED KINGDOM
|
|
Production Company
|
KNUCKLEHEAD London, UNITED KINGDOM
|
Credits
| Mark Fairbanks |
Havas Worldwide London |
Executive Creative Director |
| Dominic Gettins |
Havas Worldwide London |
Creative Director |
| Philip Beaumont |
Havas Worldwide London |
Art Director |
| Dominic Gettins |
Havas Worldwide London |
Copywriter |
| Caroline Saunders |
Havas Worldwide London |
Business Director |
| Emma Prendergast |
Havas Worldwide London |
Account Director |
| Andrew Quin |
Havas Worldwide London |
Planning Director |
| Charlotte Lawrence |
Havas Worldwide London |
Agency Producer |
| Darren Touhy |
Knucklehead |
Producer |
| Rob Leggatt |
Knucklehead |
Director |
| Ben Davis |
Knucklehead |
Director Of Photography |
| Michael Carlin |
Knucklehead |
Production Designer |
| Louise Unwin |
Finish |
Producer |
| Paul Harrison |
Finish |
Colourist/Head Of Grading |
| Steve Murgatroyd |
Finish |
Senior Flame Op |
| David Webb |
Final Cut |
Editor |
| Ben Leeves |
Grand Central |
Sound Engineer |
The Campaign
The ad responds to a cultural shift in behaviour where, unlike the Millennials before them, Generation Y no longer feels there is an establishment to rail against; this has been replaced by judgement of peers. A life led through social media with number of shares, likes, fans and comments has become the new mould.
As a result we see the protagonist unhappy with the life they’re currently leading; they use VO5 to transform their appearance and be true to themselves; thus breaking free from expectation to follow their dreams.
Creative Execution
The VO5 campaign has developed over many years, under the line 'Break the Mould'. The commercials all create an oppressive world, against which the protagonist can rebel. Changes in the culture mean that our target audience don't relate to authority so much these days, preferring to gauge their identities through social media. The director was therefore asked to create a richly textured world, with an authoritarian mood, to maintain the VO5 tone and style, but which nevertheless told a new story; one of self realisation and social success. The story tells of a general who pines for a simpler, more creative life, like a peasant. To tell it, a nation state was imagined consisting of a military, a peasantry and an old apothecary. The brand had to be an intrinsic part of the story, naturally and with a sense of authenticity Finally an extra element. The structure and angles needed to match those of a sister commercial for another product to be launched at a different time. The protagonist of the sister film (a peasant) had to appear briefly but plausibly with the tale.