Director Ian Sciacaluga
An obsessive Super-8 film maker from his early teens, Ian graduated with distinction from the London International Film School in ’91 thanks to his lavishly designed short film “The Rise and Fall of Richard Parsons” Marking the start of his Advertising career, Ian was a finalist at the Cannes New Directors Advertising Awards in 2001 with a humerous Pampers TV spot featuring a flatulent baby.
His Freeserve Anytime campaign for M&C Saatchi featuring nudists, hippies and the modern art movement, proved to be one of the most successful UK advertising campaigns in recent years and inspired a style of film making prevalent in London advertising today..
Product : Anglian Home Improvements
Detail: 4 x day sync location shoot 1x40" & 6 x30" versions
It was very heartening to receive this re-branding brief that was brave enough to step away from those hard sell, direct to camera testimonials where a cross section of people are seen endorsing the merits of the product.
The concept, which was created by the Norwich based creative agency 'The Point', was aimed at spreading the good news that more and more people are turning to Anglian for
their wide and varied home improvements. This was achieved through the simple premise of word of mouth resulting in Anglian being the ‘most recommended.’ We didn’t show any product. Instead, the campaign was build upon the observations of everyday friends, neighbours and relatives exchanging useful information in a casual, honest and totally credible manner. Add to this a little humour and the films sprang to vivid cinematic life.
This campaign is made up of a 1 x 40 second generic sampling of all six scenarios and 6 x 30 seconds individual scripts. It was shot over four days on location in and around the London area. Only the generic and 3 x 30” commercials have been aired so far, so watch this space for the remaining three.
"I set out to make a series of commercials that had a quirky and comic appeal; I wanted the audience to take as much enjoyment from the films as hopefully they did from the communication.
I tried to be a little more creative (and daring) with the casting by playing against stereotypes and by fixing upon a particular physical characteristic. For example, I became transfixed by big hair in the Yoga spot and I also wanted to work with larger woman as opposed to the slim and more elegant actresses one might expect in this instance.
I also designed some abstract and almost unusual cutaways to inter-cut with the narrative; a pair of trainers discarded on the classroom floor, an isolated pot plant, a furtive sip of tea; all of these and others bringing a little expression and touching realism to the stories.’"
Ian McKinnon-Evans Creative Director, The Point
"It's easy to make bad commercials. Whatever the budget. It's much harder to make good commercials, let alone great ones.