This latest work for Amp energy drink from BBDO introduces the deep, even existential tagline, "Before every moment, there is a moment." Let's think about that for a moment (or the moment before that moment). Wow, we could be here all day if we keep backing up our brains like that.
Seriously, this is a new psycho-space -- the anticipation of the thing, rather than just powering through the task at hand.
As ownable moments go, that's mind-expanding, if a bit hard to process at first. In fact, the whole campaign features such an elevated look (Traktor directed, showing considerable cinematic chops with non-humorous, docu-style footage) and heightened sound design that initially it seems a bit cerebral for a category that generally goes the Jackass route.
Indeed, energy drinks represent one of the few, if only, growth areas for the beverage industry, and newcomers will do anything for attention. Still, nothing explains the unbelievably gross commercial for "6 Hour Power" energy "shots" that's now running on cable. Redefining beneath contempt, one spot implies that a secretary is servicing her boss under his desk, then gifts us with his physical response. It makes the old "Head On" commercial -- "Apply directly to the forehead" -- seem positively lyrical.
Of course, one of the most memorable Amp commercials from Super Bowls past was pretty outrageous: It showed a gnarly-looking tow-truck driver (a male with ample breast tissue) powering up a car by attaching jumper cable clamps to his nipples (complete with a "Do not try this at home" warning across the bottom of the screen).
Well, perhaps this latest campaign is not entirely that highfalutin: The best spot of the bunch focuses on Dennis Wood, a martial artist (these are "real people," not actors, or at least they were until they filmed these spots). He's sort of a modern Houdini, making himself the meat in a bed-of-nails sandwich, but he's far more interesting to watch than modern Criss Angel-type magicians, and not nearly as obnoxious.
He is shown lowering himself onto a surgically sharp and shiny bed of nails, then having the second bed of nails lowered on his chest. But wait, there's more! The crew then puts a cinderblock on top of the second bed (like the killer jalepeño pepper on a cheese enchilada), and a guy with a sledgehammer takes a whack at it just as the spot ends.
Strangely, the guy is far from stoic -- he looks terrified and puts his hands over his face. How's that for a great metaphor for how we all feel in this economy?
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