PRUNELAX BURIED

TitlePRUNELAX BURIED
BrandPRUNELAX
Product / ServicePRUNELAX
CategoryA01. Direction
EntrantVANDAL Sydney, AUSTRALIA
Idea Creation FIVE BY FIVE GLOBAL Sydney, AUSTRALIA
Media Placement FIVE BY FIVE GLOBAL Sydney, AUSTRALIA
PR FIVE BY FIVE GLOBAL Sydney, AUSTRALIA
Production VANDAL Sydney, AUSTRALIA
Post Production VANDAL Sydney, AUSTRALIA

Credits

Name Company Position
Armand De Saint-Salvy Helium Film Director & Editor
Jordan Maddocks Helium Director of Photography
Brenden Johnson Vandal Executive Producer
Ben O'Donnell Vandal Producer
Marcus Timpson Vandal Colour Grade
Phil Stuart Jones Vandal Compositor
Nigel Crowley Vandal Sound Design

Write a short summary of what happens in the film.

In the wake of the pandemic, Australia has been in a state of apathy - a rarity for a country known for its unwavering, irreverent sense of humour. In this dark time, Australians sought out whatever relief they could find; like alcohol and more streaming services. So with Australians seeking the potent & cleansing power of relief - we brought the feeling to them. With people in a dissociated mindset, we couldn’t make your typical sanitised pharma-ad. We needed to entertain, to break through the apathy in a way that reminded Australians of their audacious, unapologetic roots. Using bold cinematic techniques, ‘Buried’ draws you in with intrigue & tension, priming viewers to seek out the climax; laddering up to a sketch comedy twist that lampoons the feeling of relief. In that moment that our message lands - because no matter how relieved you are, Prunelax does it better.

Cultural / Context information for the jury

In Australia, pharma-communications are extremely regulated. The pharma-advertising made in Australia is notably conservative, clean, safe, and highly-sanitised. As time has passed, pharma communications work has become uncannily homogenised. As a result, almost all Australian pharma campaigns are boring and forgettable. With our client Actor Pharma, we saw an opportunity to bring some cinema into the category - and rewrite the rulebook for the sector.

Tell the jury anything relevant about the direction. Do not name the director.

The directorial approach was to create engaging and intriguing spots that didn't feel like ads, but rather they were to appear like clips from a new top streaming series. For Buried, we wanted to a "scando-noir" vibe, with an authentic Australian touch. By creating mystique and intrigue with cinematic lensing and restrained performances, we lure the audience in before pulling the rug out from underneath them and shocking them that they have in fact been watching a laxative commercial.

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