Imagine that-- an ad based around an idea. There are always new ways than ever to excite us. But the ways to relax never change. I've never heard of Dr Giorgini-- maybe because it's not popular here in the States. But this ad makes me want to try it. Not just because who doesn't need to relax, but because it is mocking our fascination with new shiny technological objects.
Normally I'd criticize the length of the spot, believing less is more. In this context, however, it is great. Once you get over the Blair Witch shaky-cam, you start to feel the man's panic as a simple camping trips turns into a horror show as he and his lady run for their lives, and get separated. He finds an old camping van and just when he thinks he's safe from the unseen terror outside (is it a bear? is it something more demonic) the thing tosses the van upside down.
And then as if in a bad dream, he comes to. But it's not a bad dream. He's wearing a VR headset. Too much excitement for one evening, he takes it off and gratefully accepts a steaming cup of Dr Giorgini's natural remedies, which haven't changed since 1977.
Give me a pack to try, please.
Also, great work letting the camera and sound design do the heavy lifting. Who needs a big CG budget?
Client: Dr Giorgini
Agency: Deloitte Digital
Alessandro Gaudio – Deloitte Digital, Partner
Emanuele Viora – Deloitte Digital, Executive Creative Director
Andrea Jaccarino – Deloitte Digital, Executive Creative Director
Fabrizio Marvulli – Deloitte Digital, Manager
Vasco Bertoldi – Deloitte Digital, Creative Strategist
Ziad Tayah – Deloitte Digital, Digital Media Specialist
Pierangelo Spina – Filmgood, Executive Producer
Carlotta Magnani – Producer
Igor Borghi – Director
Luca Esposito – DOP
Luigi Pelizzo – Scenography
Giulia Tagliaferri – Costumi
Caterina Martini - Direttore di produzione
Lorenzo Colungati – Editor
Vincenzo Casucci – Music
EDI Effetti Digitali Italiani - Post Production