Hasta La Creative!

For the latest in the brand’s “Learning Meets Doing,” Y&R New York teamed up with Über Content and director Adam Gunser to create a mockumentary celebrating “5 Second Filmmaker” Marty Goldberg.

Goldberg is the (fictional) king of the the 5-second film, taking home the “Cinco” award year after year and employing “The Goldberg Method” while grooming his assistant and protege. Seemingly targeting the growing popularity of the short-format Vine, the mockumentary mostly seems to be trying too hard and its humor never really hits it mark and struggles to find a cohesive tone. Most of the time, the spot seems to be mocking Goldberg, but elsewhere seems to celebrate his working methods showcasing Dell technology. Also worth noting is that the brevity-mocking video feels long at 2:15. Goldberg could have done it in five seconds. Stick around for credits after the jump. (more…)

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One of the opening frames in Leo Burnett’s “Fat Talk” spot for Special K tells the viewer that 93% of women engage in fat talk, a form of passive-aggressive self-shaming. Because of Facebook and Twitter, I’m surprised that number isn’t seven percentage points higher.

But during the two-minute spot, women in a nondescript clothing store are forced to confront their own insecurities. Placards of fat talk tweets are posted around the store, and the women realize the self-degradation is bad and start hugging each other. This ad is not a comedy. Instead, it comes off as an incredibly preachy after-school special for adult women. Tackling fat talk is a compelling psychological start for a commercial, but as with a lot of good ideas, the execution winds up muddled into something so safe and vanilla that it’s hard to remember what brand is advertising in the first place. Credits after the jump.

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