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Dockers: The Last Phone Booth

Advertising Agency: Draft FCB, San Francisco, USA
Group Creative Director: Julie Scelzo
Creative Director: John Kovacevich
Producer: Monica Wilkins
Production Company: Caviar
Executive Producers: Michael Sagol, Jasper Thomlinson
Producer: Eric Brown
Director: Bram Coppens
DOP: Francois Starr
Production Designer: Dustin Highbridge
Editorial Company: Colonie
Editorial Company Location: Chicago
Editorial Company Executive Producer: Marry Caddy
Editor: Bob Ackerman
Color / Transfer: Filmworkers Club
Location: Chicago
Colorist: Fred Keller
Post Producer: Dan Walsh
Music: Elias Arts
Location: Santa Monica
Music Executive Producer: Kala Sherman

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13 comments

pez's picture
pez
1733 pencils

I'm not sure about this idea... the first 45 secs of the ad are really amazing. Incredible photography, good taste. I'm not sure about the end, but I didn't like it at all.

kleenex's picture
kleenex
28775 pencils

I agree with what you say.

hillmarky's picture
hillmarky
90 pencils

This is, quite simply, the worst payoff from a commercial I've ever experienced. I want my 50 seconds of life back.

chuckieT's picture
chuckieT
680 pencils

I was really looking forward to how awful the payoff was going to be... and it didn't disappoint. Amazingly awful.

ZeSheep's picture
ZeSheep
174 pencils

Now what were they thinking.Sigh

everartz's picture
everartz
7611 pencils

is there half a star worth of posting around here?

| Everartz |

Wordfruit's picture
Wordfruit
1023 pencils

I see an idea here, but I can't see it really connecting with people.

CuriousPencil's picture
CuriousPencil
4227 pencils

I really hope that's (supposed to be) Hugh Jackman there, the Wolverine, one of the entirety of superheroes who didn't need to use a phone box. The only one who did, and rarely, was Superman. Pedanticism aside, this is lovely cinematography, and direction, but ends up as a kid in his garden dressed up in a 'superhero adman' costume.

Where is the idea's picture
Where is the idea
707 pencils

I guess they are two different films that got mixed up at the editing table and the agency had a tight deadline to meet and presented it to the client without checking. "Abracadabra" the client loves it and applauds and congratulates...the agency celebrates! And they continue to think that the rest of the audience can be in a similar trance too.

Hadrons's picture
Hadrons
5743 pencils

Kitsch.
Very good example of this form of art.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

dbor's picture
dbor
1455 pencils

That's what happens with telephone booths when people wear the Dockers!

Hadrons's picture
Hadrons
5743 pencils

:-)) nice...

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

noknoriano's picture
noknoriano
67 pencils

2 commercials in one... i smell a tiny client perfume here.

one spot without end... and another without story... amazing 45 secs and a terrible end...

only a client can raise a visual context war like this ...

btw... great 45" art direction ...

Stay strong and keep it cool

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