The 10 Best Commercials of 2011 | Adweek The 10 Best Commercials of 2011 | Adweek
Advertisement

The 10 Best Commercials of 2011

The year's most impeccable craft and storytelling in advertising
Topics:

Best of 2011, Lists

Advertisement
About the Author

Tim Nudd is creative editor at Adweek.

NISSAN LEAF • Gas Powered Everything9


Agency: TBWA\Chiat\Day, Los Angeles • Director: Dante Ariola, MJZ • Editing: Mackenzie Cutler • Effects: The Mill


What if everything ran on gas? Then again, what if everything didn't? Those disparate visions provided the setup and payoff for this bleak, dystopian Nissan Leaf spot by TBWA\ Chiat\Day, which imagined a world in which all our devices, from clock radios to cell phones to dentist drills, guzzle gasoline like cars and spit out choking, noxious fumes. A spare piano score and the endless, dreary putt-putting of little motors provide the soundtrack for some remarkable visuals—a coffee maker yanked to life by a starter rope, a laptop replenished at a gas-filled watercooler, an office full of quietly smoking computers—all depressingly lit in flat green hues. Our antihero, a drone whose glum resignation subtly implicates the viewer in the stained legacy of oil-powered transport, eventually spies an all-electric Leaf across the street—while guiltily filling up his own Chevy Volt (a gasoline-electric hybrid) at a gas station. Roused slightly from his torpor, he nonetheless remains paralyzed and unsmiling as watches the Leaf drive off—a sober ending to one of the year's most darkly memorable spots.

Full credits here

Continue to next page →