Why is it that suddenly every single ad coming out of the UK is a crash-zoom, match-cut, camera technique bonanza? 👀 🤷🏻‍♂️

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Because Nike hired Megaforce one time.

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Edgar Wright influence

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But Edgar Wright has already been doing that for almost 20 years. Why now???

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Bc that cut style is more reflective of how the eye/brain receives information on social, and yields higher attention?

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So you’re saying my long, slow push-in on a platter of Applebee’s appetizers isn’t gonna get an award?

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Touche CD3 - Much better ad. It has an insight. A an actual truth. It doesn’t rely on a technique.

It obscures the lack of a substantive idea, insight, or strategy really really well.

Not to say that sometimes an aesthetic vibe isn’t all you need.

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It’s the blend of culture. The Asian markets have been used to show this style on tv and movies for decades. We’re slowly catching up and opening our clients eyes to new ways of doing storytelling.

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Give them more time. The US will eventually catch up

I feel like it was Ian Pons Jewel that popularised it and now it’s gone crazy

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No idea what you’re referencing but: Tik Tok

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I noticed the same. To me it just felt like a bunch of agencies and creatives took ‘Nothing beats a Londoner’ as reference because it was such a high-energy and cool piece.

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Do you have examples?

@OP you keep saying “loads,” that’s something a Brit would say. Amirite?

Maybe. But it’s on tv ads. Everything. Also when did style trump substance? Oh... dumb question 🤦🏽

It’s very social media / vloggy - it’s also high energy. It’s been successful in awarded work for a few years now, so is prone to copycat, It’s also been prevalent in cinema for ages. Pick any of that, I guess.

I’d say a good amount of the work coming out of both uncommon and droga U.K. are not doing it, and they are who I look to in that part of the world. 🤷🏻‍♂️

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