7. Sofia Coppola
Let's take a look at a familiar bedfellow of Anderson, the beautiful Sofia Coppola. Like Anderson, it's difficult to imagine such a low-key director being sought after for commercial work, but she is a commercial vet. Perhaps it's a good omen. A lot of people think that big companies treat consumers like idiots. Maybe it's a small sign of appreciation that they would think to hire such artistic people like Anderson and Coppola to helm their commercials. Perhaps they recognize that engaging the consumer with creativity and style is better then insulting our intelligence with cheap and tawdry advertisements. Let's hope the trend continues. First up are a couple of commercials Sofia did for Dior perfume. http://www.youtube.com/watch?v=FiOtNNu6ndA http://www.youtube.com/watch?v=gub1O_3NfnE I remember Sofia did a couple of interviews around the time
Marie Antoinette was coming out. She spoke of how she let her girly flag fly freely in the production and design of that film. You can certainly see it in the finished product and you can see it as well in these two commercials made around the same time as
Marie Antoinette. They are the essence of feminine excess. Packed to the brim with pretty people doing luxurious things, the whole proceedings have a heavy, romanticized feel. Maybe if she had a two-hour template Sofia, could have balanced out the excess with some pathos, but as it stands the commercials are a great exercise in style over substance (it probably helped that Sofia was a model and clothing designer before becoming a director) She also directed a spot for the clothing giant H&M's capsule collection by Marni: http://www.youtube.com/watch?v=HygX3dl7nps Once again you have excess, but this time tinged with a bit of bohemian flavor, which reflects the semi-disaffected look of the clothing. All in all, it works well as a pretty piece of fluff with the bonus of a great song ("Avalon" by Bryan Ferry). Still, as I watch Sofia parade these waif women around on the screen, I can't help but wonder when was the last time they ate. Oh Well. If you're interested, the commercial is accompanied by a great little "making of" that Sofia participates in. Enjoy. http://www.youtube.com/watch?v=A7x4pCMRVQw