Boost launches ‘Moreing’, part one of ‘Boosted Inspiration Series’ of web films via Droga5
May 15 2012, 7:56 am | | 48 Comments
CB Exclusive – In part 1 of the Boosted Inspiration Series, we meet the inventor of the next big thing: “Moreing”.
In the quest to add more, the lines are blurred between art, design, fashion and garden gnomes.
This is the first of a series of films for Kraft brand Boost created by Droga5 Australia around the idea of Boosted inspiration.
The series was directed by Matt Devine from The Glue Society via production company Revolver.
Agency: Droga5 Australia
Creative Chairman: David Nobay
Executive Creative Director: Duncan Marshall
Creative Director: Cam Blackley
Copywriter and Art Director: Cam Blackley
Director: Matt Devine @ The Glue Society
Production Company: Revolver
Executive Producer: Michael Ritchie
Producer: Alex Kember
48 Comments
This is actually really good. I want to see more. Not less, for a change.
Brilliant.
Finally, something that is just brilliant, on every level.
Best advertising and filmmaking combination that’s been done in Australia for a very long time.
Not blokey, not farcical, not under-cooked vfx, not over-cooked vfx, not retail, not techy, not Gen X, Y, Z angst-ridden or gimmicky, not slo-mo, not Camp, not ripped from someone else’s YouTube video, stage act, or a commercial that won at Cannes five years ago, not Australiana . . . simply an original, well written, clever, satirical idea that has been visually executed with a great eye for art direction and performance.
Thank you, and your client ought to as well.
this is great
tells a proper story
completely tacks on brand
but it’s too good for that to be an issue
yeah i like this
Lovely work and great watchability…………. and nicely shot Matt.
Fucken great stuff. Although I did search ‘moreing’ and it came up on the second page of google.
I find it really weak how a certain ECD associates his agency with Droga 5 and talks about them ‘getting a pasting’. But then, Droga 5 comes out with this gem.
Well done Droga 5.
I like your style Cam. Very cool.
The Haters must hate this.
Not much to hate…
Guess I’m the first ‘hater’. Read the comments above, thought this was going to be great. A mockumentary? Really? A few funny moments in there but hardly original.
Great work Mr Blackley. Congratulations to all involved.
Well it’s better than the Domestos piece… Funny, well shot, nice job.
@Krishna
I suppose I’ve been what you would call a ‘Hater’ on this blog in the past, which for me just meant having an eye, and a mind to separate the good from the bad and be willing to say so in a public forum.
As you acknowledge, there is literally nothing to ‘hate’ with this spot, from stem to stern, and I look forward to seeing more executions of the same, imagining that there are any number of takes on Moreing to come.
Brilliant. Funny enough to make this cynical, jaded, bitter asshole smile.
It is very well made but mockumentaries are boring as bat shit.
awesome. v jealous.
NO! This is self indulgent garbage. The sort of work you only get through while a new client believes all the crap the agency spins. It’s so boring and quickly disappears up it’s on boost hole.
Another campaign where the product inspires people to do amazing things. This version the product barely has a role. In fact this idea has probably been sitting in a bottom drawer waiting for a good shoehorning.
Pretty damn close to Team Dry stuff from Clemenger also.
http://www.youtube.com/watch?v=-92ZNea3itA
Pretty close indeed.
In case it’s not clear, I’m not fond of this work. No not a fan.
Love it. I’m going to wear two hoodies tomorrow.
Please tell me there are more coming!
Why?
I like it. But did a memo go around to all the Droga offices worldwide that they’re only allowed to do faux-doco style spots?
i really like this…beautifully made….many levels of humour. well linked to the prop. Fresh and truely enjoyable. congrats…the way content should be ….as ads can be…and if you slag it you are missing it. great stuff. hat doffed.
jf
Look great, well shoot, well directed, not super funny, but has it’s funny moments, only thing I feel about it is .. that is too polished? Which makes it a little forced, so in turn feels quite fake and then becomes a little “too cool for school” so not sure it will work as well as it could have if it felt like a real kids doco… but some really great graphic ideas.. good to see nice ideas. I hope it does well.
Great piece of content. Well written and directed. But I’m still at a loss as to what this has to do with Boost? Can somebody enlighten me please?
love it. so well written, cast and shot. well done Matt, Cam and all
This is awesome. What next for Nobby? Taking over our TV industry! More stuff like this and you’ll have the TV and Film industry knocking down your doors as well.
‘Boosted Inspiration’ sounds like so much adwank to me
yeah its good. not amazing but good I guess. I feel like that mockumentry style is fast growing tired. but this is a good example of it working. Well written and well shot.
It would be nice if we could all do two minute ads, but annoying for those at home.
@ It’s a chocolate bar
Could that be intentional?
Having a sly smirk at branded content taking itself so seriously?
Stupid idea, beautiful made.
@Refreshing
I think it’s having a sly smirk but disappeared up its own arse in the process.
Maybe if the payoff at the end had something to do with what we’ve just viewed, instead of ‘It’s the Boost.’
‘BOOSTED. Inspiration Series Presents’ at the beginning just adds to the confusion. Seems as if Cadbury wanted another ‘Glass and a Half Full Production’ so this was shoe horned on.
Agree with Jen. Love it
Great comedy from a great director.
Good stuff Matt.
Feels like UK ads anno late 90s,. not to mention the Office, with its pretentious protagonists (like everything else these days). What does it have to do with Boost? What is the strategy/insight/prop? Please explain.
Great production though
I love this, totally takes the mickey out of the whole Street Art / Banksy phenomenon and branded content at the same time. Funny on multiple levels.
I like it a lot, but would have their been more traction and relevance for the brand if they called the phenomenon “Boosting” instead of “Moreing”.
Would still work just as well.
It’s pretty awesome. Well done. Much much better than previous boost stuff.
Made by ad people for ad people. Will it sell more chocolate? Doubt it.
Really? I don;t really get what’s to love. Its a cheesy mockumentary. All this praise feels very self congratulatory.
I watched it 4 times and shared it on FB.
It works!
Should of been for Moro then it could have been ‘Moroing’.
I dont get it for Boost. The closest thing I can relate it to is the name Boost. But that has nothing to do with More. It should be about ‘Boosting’ in that case.
This idea is about the collection of more and more things.
Its a play on Hip Hop culture. About bringing logo’s and the accumulation of stuff to the fore.
The idea is funny, more in a skit kind of way.
But relevance to the brand is just not there. Not on any level.
By this strategy you could make a film about people breeding dogs. Or collecting socks. Or getting strange haircuts.
Its just not very good advertising.
My thought exactly as I was watching, 2:17. Good branding for the Moro bar. The link with Boost is both strained and contrived. And why oh why does this oft-seen style of advertising have to be faux-American to be ‘cool’?
I sense character inspiration from the so terribly cool Anthony Lister
i’m with @honestly.
it looks great, but the idea is average and meaningless for boost.
Sorry to say i was bored and couldn’t even sit through it. I also don’t think there is craft to it, great locations but it was shot in a great city, boringly covered. bored bored bored……..
Transparently self generated hype.
Shame on you.
Very well produced, and better than anything I’ve ever done, let’s face it, but did I actually enjoy it? Not really to be honest. It feels like quite a juvenile idea packaged up to appear cool. I’m just longing for those ideas that make you go shit that was great! Nothing soft gets in. Burn. Carling black label, back in the day. Big ad. Stuff you want to share. I didn’t want to share this, and unlike others I didn’t want to see more because I got it already: people who like more. Maybe I should work harder and try and do better work myself instead of commenting on other people’s work. Bye!
Horrible tv ad. Where was it filmed?