At first I was all "Jiminy Cricket, not another fucking hipster spot for Originals." And then I was all "Blargh, a song made from sound effects? And with a DJ? I mean the technique is twelve years old now at least. Not to mention the fact that Nike did it, too.
But then just as I was ready to foam at the mouth, SURPRISE! Halfway through the spot Sid Lee came through and did something kinda interesting by adding some crazy techniques and animating the absolute fuck out of it, and whatdya know, it actually started to live up to its name: Original. As opposed to: Carbon copy of previous five years of work.
Dudes: I'm sure you have some wanky rationale about why you did it this way. Starting with the unmix so you could remix. Or united by mixing. Or remixing united us or whatever but you didn't need the first half of that spot.
You know it. And I know it. You had something sick going on. You actually evolved the campaign with a new look. But you made me eat the same old sandwich before I could actually get impressed. Not cool, man.
Now please don't ever make me sit through the same old cool children chilling on the street corner or the fire escape or the kebab stand or wherever the fuck they hang out again any more, or I'll cut you.
ECD: Kris Manchester
CD: Jean Francois Dumais, Ness Higson, Simon Schmitt, Charles Hall
Art Director: Ruben Beddeleem, Lana Shahmoradian, Sofia Gillstrom, Henrik Leichsenring, Daniel Sumarna
Copywriter: Joe Hagel, Bryan Wolff-Shoemaker
Designer: Kevin Yaun
Strategy Director: Simon Wassef
Digital Strategy: Andreas Widman
Production: Jimmy Lee
Exec. Producer: Josh Reynolds
Producer: Melanie La Rue
Art-buying director: Vahid Tizhouch
Print Producer: Dana Klyszejko
Business Affairs: Paul Fitzgerald
Digital Production (SLT Amsterdam)
Director of Digital Production: Darden Longenecker
Tech lead: Kamil Gottwald
Producer: Jean Patrik Bouchet
Senior Front-end developer: Bastian Roden
Production House: Iconoclast
Director: So Me
Director of Photography: Arnaud Potier
Post Production: Digital District
Editor: Walter Mauriot
Sound Mix: Velvet Sound, Tranquille Le Chat
Sound Design: A-Trak, Marco Casanova, Laurent D’Herbecourt