Concrete Jungle

 

Obviously, it all starts with a great idea.

Wieden & Kennedy London are known for great ideas. Just google their ad campaigns if that surprises you.

So, great idea … but then it’s the execution of the idea, and Director Michael Spiccia certainly did that.

Every little detail is right.

Note that the emotional tone of the spot begins with the very first note of that song and the very first image of that woman.

We sense her alone-ness – which is different from loneliness – almost immediately and it’s reinforced as she pulls her little suitcase down the streets of this concrete jungle.

The music is perfect! And the spot is absolutely spot on!