Man contemplates how good life is eating chips... On a beach... listening to a flock of seagulls... Oh yes, it gets better.

The FXGUIDE: "Addicted to bass" has more on how the CGI of this was created for you execution geeks to edumacate yourselves.

In it, the birds sing – appropriately – the A Flock of Seagulls song ‘I Ran’, and strut their musical moves on keyboard, base and drums. What makes the spot so intriguing, perhaps, is that the birds are photorealistic, despite the performances, and feature in harsh seaside sunlight. “The director was very clear from the beginning that the gulls were first and foremost birds,” says R&H visual effects supervisor Nicholas Titmarsh. “He did not want to give them human characteristics or make them caricatures in any way. That’s why the drummer uses his beak rather than holding drum sticks, and the lead singer plays the keyboard with his foot. So they are a band, sure, but they retain their seagull DNA.”

Ad agency: GKV , Baltimore Director:Tony Petrossian Production: Rhythm & Hues

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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