gondry the ads

I thought for this rather glorious Sunday I would indulge into a little more Michel Gondry this time with his TV adverts. His love of repetition and loops is evident again here in a stunning ad for Smirnoff where narrative and time are irrelevant as our hero dives from one unrelated scene to the next. Each fall into a new land is made possible by peering through the Smirnoff bottle and seeing the new world unveil. What is great here are the transitions between scenes. I especially like the way the bald guy's head becomes the spaceship. Next up is Gondry's ad for the Gap. Here his perfect sense of rhythm has his dancers perfectly orchestrate a routine that has them blending with each other and exploding into others in a full range of colour. A very memorable winter season ad. Oh and I have left you also with his Levis ad which is shot in delicious black and white with a totally edgy feel. Again a powerful sense of drama here as a scratchy sound track delivers it's punch in a wry narrative. A bit of a diversion for Gondry but a classic none-the-less.

Smirnoff



Gap



Levis