BC&F Dentsu’s Paul Catmur, director Dan Max and Eight launch new short comedy ‘Jjeremy’
BC&F Dentsu co-founder and executive creative director Paul Catmur recently got together with director Dan Max and Eight to bring to life ‘Jjeremy’, a short comedy about life in the advertising industry.
The four minute film shows the efforts of a junior creative team to get a campaign approved by their boss, the mercurial and contradictory chief creative chairman Jjeremy, played by TV star Sam Bunkall.
The film is a scene from a longer piece about the advertising industry and the characters within.
Says Catmur: “On behalf of myself and Maxy a massive thank you to Eight and everyone who helped in bringing ‘Jjeremy’ to life. Any resemblance to actual creative directors living or dead is purely coincidental. At least that’s what the lawyers recommended we say.”
Says Max: “It was great to have the chance of working with a slightly longer format. Thank you to cast and crew for an amazing experience. If Sam ever gives up acting he’d fit right in to a creative department.”
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Sooty thinks that this is very much based on the legendary Ron Collins (WCRS) story, when he used a Sooty glove puppet to criticise a student book and throw it out of the window.
from campaign ‘best advertising anecdotes ever’
From using a Sooty puppet to not-so-gently let down a young creative, to ‘doing a Lewinsky’ with the partners’ cigar stash. John Tylee tells some of the stories that make advertising the fun business it is.
1. The Sooty show
This story must surely win the award for the most evil and downright sinister way to crush the hopes of a young creative. It involved Ron Collins, the “C” in WCRS, and is probably best described by his son Damon, now the Boots creative director at Mother. “You may have heard the story of the heartless adman who gave a student a book crit with his hand inside a Sooty glove puppet,” Collins junior says. “Legend has it, Sooty flipped over the pages and then whispered into the man’s ear. The man then spoke for them both: ‘Well, I like it, but Sooty thinks it’s shit.’ That heartless adman was my father. And that Sooty was my glove puppet.”
That heartless adman was also my father. He used to insist that he actually said “Sooty doesn’t think it’s very good.” Personally, I prefer the story the way it’s told by other people.
While this clearly is a direct rip-off of my Dad’s rather unkind, if wonderfully brutal, way of shooting down work he didn’t like, it’s actually quite lovely to see that his legacy lives on decades later and on the other side of the world. And there is absolutely no chance it’s a coincidence, no matter what the lawyers had them say.