Bestads Best TV of the Week: Motrio’s ‘The Ranch’ via Buzzman, Paris
Each week Bestads showcases standout global advertising work as reviewed by an esteemed international creative director or team. This week’s Best TV ad is Motrio’s ‘The Ranch’ via Buzzman, Paris.
The spot was selected as the winner in TV by this week’s guest judge Jason Xenopoulos, Regional Chief Creative Officer for VML North America and the Global Chief Creative Officer for WPP Ford, based out of New York.
“I picked this short film as my favorite in the TV category because it’s based on a clear and compelling concept, one that was brought to life with both drama and humor. I thoroughly enjoyed watching it and it made me smile at the end,” says Xenopoulos.
“The mockumentary genre isn’t new, but this entertaining, no-dialogue, montage approach brings a fresh spin to the format. The performances are great, and Rodrigo Prieto’s beautiful photography helps to bring the story to life in an appropriately cinematic way. Thumbs up for this one!”
For more than 20 years, Motrio has been keeping engines running everywhere with more than 1,400 independent garages in France. The ambitious campaign sees the brand take a major communications turn with a new brand signature: your car is our drive. A new positioning that expresses the fact that behind every Motrio garage, there’s an enthusiast who really loves and knows your car. It’s this vision that the brand brings to the screen in a film as unexpected as it is powerful. Directed by Hugues De La Brosse [Birth] and brought to life by Rodrigo Del Pietro, cinematographer to Scorsese and Iñárritu, the film features a modern-day cowboy, trying his best to tame a wild Clio. Wounded and wary on arrival at the ranch, the car eventually allows itself to be cared for, and the two forge a unique bond over the course of the film. The man who whispers in cars’ ears is actually a mechanic. But not just any mechanic: a Motrio mechanic.
Check out the full Bestads review here.
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