Quiver & Quill

I’m posting what could be my favorite commercial of all time. I believe that marketing is about story telling. And this commercial tells me a story I believe.

Scene I: The workshop

The first shots are intriguing and disorienting and seemingly at odds with the calm music. There’s a great balance between machine noises and sounds and small personal touches like the pocket knife & the thumb against the tooth brush. The vintage bike in frame adds a James Dean touch to the shop.

Scene II: The Goodbye

We’re spectators observing an intimate moment between boyfriend and girlfriend. My favorite part of this scene is boyfriend’s expression when he gives his favorite pair of jeans to his girlfriend. It’s one of great sacrifice, and it’s so well timed.

Scene III: The Validation

A few details make this scene exceptional. It’s perfectly sequenced. Our hero waves goodbye to his love. In the frame we see both his hand waving and the reflection of his girlfriend in the bus mirror.

Audio: Every audible sound in this commercial actually enriches the song. Whether the bus’ hum or the workshop’s sparks, it’s all synchronized to the on rhythm of the the song. And the song created the perfect atmosphere for our story to unfold.

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