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In the Mood for an Edit

January 24, 2012

Working in ad-world, it can (on occasion) be easy to slip into shared ways of thinking that don’t reflect your gut instincts.

As such, I’d be lying if i said i didn’t sneer a little when I first saw the above ‘Legacy’ ad from W&K.

“It’s just a mood edit!” i whispered to a friend.

Ah, the ‘mood edit’. That fine piece of pitch theatre, in which a brand idea is brought to life through the medium of cobbled-together images of spectacle and wonder that fit ‘said brand idea’s’ description.

“It’s about ‘Colour’, Mr client-person.” Cue a raft of rainbows, some Dutch tulip displays and a scene from Amelie.

“It’s essence lies in ‘childhood’.” Quick! Get me a Go Team Soundtrack and a shed load of Wild Things. Come on Karen O, get involved – luzz us that DVD of Mary Poppins.

So to ‘Legacy’. Yep, Levi’s. I buy that. But surely I’ve seen all this generic imagery before?

Well, yes. But it looks cool. And it fits the brand. And I like the Bukowski VO. And, damn it, whilst sat there in that dingy cinema last June, I genuinely did feel a little tingle of something once glimpsed.

If i’m honest, i like it. I reckon it’s lazy to assume that the ‘mood edit’ formula is an ineffectual way of speaking to audiences.

If it’s good enough for clients on pitch day, then it’s good enough for you at home.

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