Wim Wenders, the acclaimed director of Paris Texas and Wings of
Desire, has shot his first commercial in the UK, for Bass Brewers’
Carling Premier brand.
Created by WCRS, ’bike’ is set in a surreal, dream-like world,
reminiscent of a Wenders film, where a man on a brilliant orange bicycle
rides across a 100-feet long trapeze wire across a waterfall. Onlookers
gaze in wonder at the rider, yet to him the feat seems effortless.
The man is next seen in a white Premier bar, drinking a pint of Carling
Premier. He sees a bicycle hanging from the ceiling and wonders to
himself whose it is. Reading his thoughts, the barmaid tells him it’s
his.
The audience is left wondering whether the stunt really happened or
whether it was a dream. The end title explains: ’Carling Premier ... so
smooth it’s effortless.’
The 40-second commercial, which breaks on TV on Friday, is the third in
WCRS’s campaign for Carling Premier. The first two executions focused on
a man’s odyssey in a world that had gone mad - with people living in
cars and treating water as a precious commodity.
’The structure and tone of the (new ad) have moved on,’ Emma Howarth,
board account director on Bass at WCRS, said. ’The hero is no longer
thriving in a world that has lost its head. Instead, he shows how he can
accomplish a seemingly difficult feat easily and effortlessly.’
The ads were art directed by Tim Robertson and written by Steve
Little.
The commercial, which will also appear in cinemas later in the year, was
shot on location in Iceland through the production company, the End.
Commenting on his participation, Wenders said: ’I was attracted to the
story when I read that ’effortless’ was the key to it. It reminded me of
the main concern I had for Wings of Desire.’ Wenders has only directed
commercials for the Italian and US markets until now.
Post-production was completed at Rushes by the Inferno artist, Bill
McNamara.
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