| Title | NZI - DEVIL'S CHAIR |
| Brand | NZI |
| Product / Service | INSURANCE |
| Category | A07. Use of Music |
| Entrant | LIQUID STUDIOS Auckland, NEW ZEALAND |
| Entrant Company | LIQUID STUDIOS Auckland, NEW ZEALAND |
| Advertising Agency | FCB NEW ZEALAND Auckland, NEW ZEALAND |
| Production Company | LIQUID STUDIOS Auckland, NEW ZEALAND |
| Production Company 2 | ASSEMBLY Auckland, NEW ZEALAND |
| Name | Company | Position |
|---|---|---|
| Peter Van Der Fluit | Liquid Studios | Music Composer |
| Brendon Morrow | Liquid Studios | Sound Engineer |
| Tamara O'neill | Liquid Studios | Music Producer |
| Ennio Morricone | Original Composer | |
| Jonathan Hughes | Franklin Road Rocks | Music Clearance |
| Damon Duncan | Assembly | Director |
| Amanda Chambers | Assembly | Executive Producer |
| Rhys Dippie | Assembly | Technical Director |
| James Mok | FCB New Zealand | Asia Pacific Executive Cd |
| Tony Clewett | FCB New Zealand | Executive Creative Director |
| Kelly Lovelock | FCB New Zealand | Senior Creative |
| Hywel James | FCB New Zealand | Senior Copywriter |
| Pip Mayne | FCB New Zealand | Head Of Content |
| Toby Sellars | FCB New Zealand | Group Account Director |
| Michelle Koome | FCB New Zealand | Account Director |
| David Thomason | FCB New Zealand | Planning Director |
| Hilary Dobson | FCB New Zealand | Senior Planner |
| Karl Armstrong | NZI | Executive General Manager |
| Donna Williams | NZI | Marketing And Communications Manager |
| Amanda Watts | NZI | Brand And Communication Manager |
The ad depicts a standard office swivel chair that has been possessed by the devil. Hence it has embarked on a path of destruction destroying all it touches and causing numerous personal injuries and damage to its surroundings. All of these evils will need a good insurance company to help put things right.
One of the reasons this particular song “The Good, The Bad and The Ugly” was chosen to license was simply because the Chair is bad. It personifies the devil. A rearrangement was needed to match the pictures and help tell the story. The original is very spaghetti western, languished and cool. This is how the track and the TVC start. In the middle as the action and drama of the Chair’s destructive chaos begins, the track had to be rearranged to reflect this. The vocals were brought to the fore and the piece underwent reorchestration to emphasise the action on screen. As the ad reaches its conclusion the evilness and nastiness of the chair is evident as the music slows back down to a guttural devilish tone.