IT IS PURE POETRY, THE NEW FILM FROM 4 ½ REKLAME PROMOTING MITSUBISHI ASX. IT IS COMFORT, CALMNESS AND SAFENESS IN EVERY ASPECT OF THE COMMERCIAL.
The close-up images of familiar things like a wristwatch, CDs, shoes, books, camera and clothes are covered by a warm light. The joy and ordinariness of pictures from a summer holiday, a lipstick and a handbag is accompanied by a soft music and a voice-over - more peaceful and balanced than the nostalgia of childhood memories. You forget it is a promotion; the film IS everything you want. Not only as “wanting” from a car, but “wanting” from life in general. This is no less than a perfect way to communicate happiness and stability. Just listen to this: ”Isn’t it great how little things can give us so much comfort. Or how things we deliberately take for granted make us feel like we belong. Plastic, leather, paper, metal. All of a sudden turn into joy, shelter, memories. They end up shaping a space so special and intimate, that entices us to never leave, or always come back. Isn’t it great to have all these little things make a place were we always feel safe. Isn’t it great that something that takes us everywhere, always makes us feel at home”. Wonderful from the production company 4 1/2 Reklame and the up and coming directors and editors Mathias and Matias. Produced by Magnus Castracane, post produced by Pia Nyhus and Hocus Focus: Colour grading by Haavard Albertsen, Online by Bengt Ove Sannes and Haavard Albertsen, sound design by Preben Grieg-Halvorsen. No wonder it looks good, shot abroad on 35 mm and scanned at The Golden Eye of Hocus Focus by Ole-Arild Svendsen.
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