Best Ad of the Day: Setapp ‘Don’t Get Sidetracked. Get Setapp’ by Droga5 London
With many creatives in the world self isolating, here’s Campaign Brief’s regular dose of inspiration – Best Ad of the Day – chosen from the many submissions to our global creative site, Bestads.
Droga5 London has created a global brand campaign for Setapp, a subscription service providing access to 190+ creative, productivity and maintenance apps for Macs, iPhones and iPads to help users complete any task.
The new “Don’t Get Sidetracked. Get Setapp” campaign revolves around three comic films, directed by award-winning director Jeff Low, each showing the absurdly dramatic consequences of someone failing to finish what they started.
In ‘Snake’ a man with a phobia of snakes is hypnotised into thinking he has become one and is left in a snake-like state as his therapist gets distracted. In ‘Hide & Seek’, a father starts a game of hide and seek with his son but is waylaid and leaves him behind a curtain to grow old. In ‘Disappearance’, a magician makes a man disappear but fails to bring him back, leaving his wife to spend the rest of her days searching for him.
The three films are supported by an all-new look and feel for the brand. Developed in-house by Droga5 London, the design draws upon the visual language of the internet using familiar cues such as loading bars and pop ups to express the campaign idea. The design will be seen across film, static, display and social and features work from established artists including Tyler Spangler, Eva Cremers, Elena Xausa, Damien Weighill, Leanne Rule, Alex Tait, Matthew Cooper and Walter Newton.
Agency Credits
Chief Creative Officer: David Kolbusz
Creative Directors: Ed Redgrave, Dave Wigglesworth
Creatives: Ed Redgrave Dave Wigglesworth, Nick Lindo, Sebastien Thomas
Lead Designer: Stephanie McArdle
Senior Designer: Matteo Alabiso
Studio Director: Tim Larke
Group Account Director: Jonny Tennant-Price & Sophie Critchley
Account Director: Callum Raines
Strategy Director: Tim Whirledge
Producer: Peter Montgomery
Senior Assistant Producer: Deborah McCartney
PRODUCTION COMPANY CREDS
Production Company: Biscuit Filmworks UK
Director: Jeff Low
Md/Exec Producer: Rupert Reynolds-Maclean
Producer: Kwok Yau
Production Assistant: Adam Oyejobi / Roma Nesi Pio
Director Of Photography: Kaname Onoyama
Production Designer: Maruxa Alvar
Hair & Make/Up: Emily Newson
Costume Designer: Ramona Creanga
Editing Company (Offline): Work Editorial
Editor: Saam Hodivala And Jamie Hodgson
Edit Producer: Ella Sedwick
Post Production: Electric Theatre Company
2D Lead: Ryan Knowles
Colourist: Luke Morrison
Post Producer: Jon Purton
Sound House: 750 MPH
Sound Design: Sam Ashwell
Sound Producer: Mary-Ann D’Cruz
Music Supervision: Hywel Evans
Music Composition: Goldstein Music
18 Comments
I implore all Australian creatives to check out this work and realise just how far down the totem pole you really are.
Good for morale.
Pfttt.
Couple of regional differences here.
1. Budget.
2. And ever tried to sell in a funny ad in Australia recently? You get laughs from clients in the meeting…and a debrief saying ‘our tone is wry smile, not laughs’ please try again. As well as a list of inclusions.
It ain’t the good old days anymore.
I’d like to see the so-called worlds best creatives work for a week in an Australian agency. In this market, with our clients, on our budgets. Clients who mostly do tactical, stack em high sell them low work just to meet sales targets. That’s why Australian creatives actually dominate around the world. Because we learn the hard way. Even the much vaunted Kiwis cant hold down jobs here. Our market is tough. Shove your totem pole up your ass. You’re a wretched old man..
I’d like to hear from Sideshow Mel.
Clients here need some re-Neducation.
jog on
The ring came off my pudding can.
With Old CD guy but i would say that comment should be directed at the clients and the people who can’t sell in the decent work that ends up in the bin.
I agree. It’s a good point. Some of the most impossible hurdles good work has always faced are unsophisticated, stupid clients and unsophisticated, gutless account service people. I certainly faced more than my fair share of them. But just look at the craft in these spots- the writing, the construction, the sheer chutzpah and exuberance of them. And the film-making. It’s a level so much higher than Australian advertising achieves. And that’s ironic don’t you think, considering Droga’s Australian roots?
Can old CD guy keel over and cark it already..?
Would love to see them.
I like them, but…
These three spots have a combined run time of 3 minutes, 26 seconds – by my calculation.
But I noticed that none of them feature a selection of brand moments until the last 20 seconds. Which means you’ve wasted 2 minutes and 26 seconds of screen time.
And how do any of these work as a 15″ or a 6″ cutdown that can work as a soundless pre-roll on YouTube or a 3:4 on my social pages?
Just don’t think they’re there yet.
Too dark and edgy for Scott Morrison’s Australia, would never happen here this sort of stuff. Keep it white keep it straight keep it safe, don’t rock the boat, be creative or push anything at all ever. Do all that and you’ll go just fine though.
old cd guy is like that boomer who comments on news paper articles about property prices…
“back in my day we had the same issues, but we still made good of it….”
yeah yeah mate, the same issues exist.
but it’s a lot different now, it’s way faster paced, more deliverables in less time, budgets are tiny, wages are smaller, clients get scared by one social media comment etc.
jog on old fella. you wouldn’t cut it in today’s agencies.
Brilliant ads. Got a bit of a Direct TV vibe to them. Old CD guy has a point… the young creatives left in Australia can’t write and aren’t funny. They’re too busy trying to make the next Hungerithm or Meet Graham to learn the craft of brilliant writing. Can’t blame them though, they’re choosing to do the type of work that agencies want and that will get them promoted. It’s the Australian advertising culture that needs to change – marketers are part of that – but not the only problem.
Australians don’t even know how to write/do humour. When I worked in Aus, everyone was saying “Jezz, the clients kill all the funny stuff mate!” Then I looked at what they thought was funny and thought “Oh! Ok, I get it now!”
It’s advertising… who cares what the creative level is lol.
You’re only as funny as what they will buy… If you’re so passionate about humour then write actual comedy.