The Week Magazine
Like many campaigns to be found in my portfolio, this is another situation of working outside of an advertising agency and directly with a brand. At the time, the publication was little known nationally which was the marketing objective to change. Yet as a news magazine it didn’t really have a defined proposition or anything particular by way of differentiation to competitors. However, I did notice an interesting truth about the product, -which was that each copy usually got read by more than one person. So I felt this was a thoroughly positive talking point and a bright reflection of the magazine’s readability. The client liked my campaign idea and script, but found the squirrel rather too surreal at the end (of which I was asked to rewrite). Given I was also directing the commercial, it was naturally my loyal duty to shoot the desired and rewritten ending for the client. Yet I also managed to squeeze in another alternative version with the squirrel without upsetting the schedule or budget. When presenting the final cut, everyone in the boardroom was contented with the film they were expecting. Catching them off guard, I then showed the version with the squirrel and the entire boardroom erupted into laughter. The marketing director aimed several expletives in my direction, before congratulating my perseverance. Needless to say, the well read squirrel made it onto TV.