Every fortnight, RedPill reviews three new or relevant branded videos and assesses the reasons behind their social performance. RedPill’s rating system scores videos across five categories (awarding a maximum of 20 per cent for each category): originality; on brand; creativity; craft; and shareability. The sum of all five scores produces a rating out of 100 per cent.
KENZO World - The new fragrance
Rating: 91 per cent
Directed by Spike Jonze and scored by a heavy dub track, this is not your usual perfume ad. And it wins because of that. By introducing us to the dancer, Margaret Qualley (Andi MacDowell’s daughter) at a lush upper crust gala, surrounded with plastic-preserved fake smiles, Jonze makes us instantly identifier with her. As she steps out for a breath of air, we see she is literally bored to tears - like us. But all that disappears as the beat comes in. The choreography is spectacular, unique and infectious. And the moments of surreal, CG-aided mayhem just amplify the anarchic, liberating feel of it. Just the kind of thing you would send a friend when you are stuck in a cubicle at work.
Three UK - Maisie Williams shares her secret to clean coverage
Rating: 67 per cent
Ripping on the acne medications we all remember as pimple-faced kids, Three’s big idea is to link two banes of modern teenage existence - black spots on your face and in your mobile coverage. This ad tries desperately for the absurdist Internet comedy of low budget. This is always a trap for mainstream brands - given their market position, they cannot take the risks necessary to make this approach successful. Maisie Williams’ charisma and talent with confused faces gives the material a boost, and her star power brings some much needed shareability. But even Arya Stark is going to struggle to get you attention in a world with unicorn poop.
Georg Jensen - You Can Never Be Too Much You
Rating: 83 per cent
You Can Never Be Too Much You is the latest ad to show off successful women to boost a brand’s empowerment credentials. And it does it well, judging by the MRA vitriol in the comments. Gorgeously shot, with a pumping soundtrack and featuring a wide variety of women in high pressure, traditionally masculine jobs, it actually does feel empowering. No matter your gender, it is hard to walk away from this bit of content without feeling ready to dominate. Where it falls short is in its shareability - it plays like a classic TV spot, and its message is no longer enough to cut through the chatter.
Matthew Davies is a director at RedPill, a specialist branded video agency who deliver a fully integrated approach to social video production and distribution for brands around the globe.