Velocity Films Yearns for Change
Commercials director Adrian de sa Garces of Velocity has directed a new ad, "Alter Ego", for paint company Freeworld Coatings, that tells the story of a man who dreams about a more inspired and colourful life.
The premise of the ad, conceived by the agency King James in Cape Town, is pretty deep stuff: In the routine of everyday life one may disregard or repress impulses that could lead to a more fulfilling life. Dreams can be the vehicle through which these impulses are communicated. We've all woken from our dreams somewhat disappointed at finding ourselves in bed - or on the couch - wishing that it had been real. If only we could have some tangible item from the dream, a key to attaining that life we dreamed. The protagonists' uninspired existence, reflected in their dull room and their listless activity, lacks warmth and personality. An infusion of colour and vitality is needed. The story urges us to transform who we've become, and offers us a means by which to do so.
More beautiful than life colour (posted at Condor Cape) and a dreamily happy track (Bellville Studios) complete the spot.
Category: Decorating , Home Appliances