Title | HOSTAGE |
Brand | LG |
Product / Service | TELECOMMUNICATION/MOBILE |
Category | A06. Best Use of Music |
Entrant | SONG ZU Sydney, AUSTRALIA |
Entrant Company: | SONG ZU Sydney, AUSTRALIA |
Advertising Agency: | BBH CHINA Shanghai, CHINA |
Production Company: | GRAVITY FILMS Singapore, SINGAPORE |
Name | Position |
---|---|
Arto H | Chief Creative Officer |
Johnny Tan | Executive Creative Director |
Craig Howie | Creative Director |
Craig Howie | Copywriter |
Johnny Tan | Art Director |
Krystie Koh/Bettina Feng | Agency Producer |
Joanne Liu | Account Supervisor |
Joanne Liu | Advertiser's Supervisor |
Merrilyn Lim/Carr Donald | Producer |
Rob Pritts | Director |
Joe Guest | Editor |
Song Zu | Sound Studio |
Song Zu | Sound Design/Arrangement |
Blackmagic Design Singapore | Post Production |
Blackmagic Design Singapore | Animation |
Lindsay Jehan/Haydn Walker | Music |
Ryan Law | Account Manager |
Ed Tsue | Planner |
Damian Yang | Production Manager |
Here we mock the genre and get all Paul Greengrass: handheld camera to give a sense of urgency, a crazed kidnapper guy, helicopters thumpin” and rapt crowd murmuring. It’s a quick read for the audience. But then our hero walks up and he breaks the negotiator stereotype. As in all the spots, he should be just a regular guy who knows what to do in the situation. Suddenly all the noise from the crowd ceases, is sucked out really – he is obviously the last resort / hope. Everyone’s attention shifts to focus on him. “Doug,” knows the hostage taker’s name. He speaks very calmly, “Nobody can experience your pain, but remember If one flower opens, spring is everywhere.” The bad guy – who must really look out of his mind and menacing (we never see a weapon; keeping his arm behind the captive’s back implies one) – listens to the words. They get through and we might even see a little misty eyed thing happen. Hostage is released. Crowd is relived and the Lieutenant impressed. Patting our guy on the back or shaking his hand. “Damn fine job, FBI?” Deep in the background police cars and a gathering crowd.