DID YOU READ

Robert Downey Jr.’s “The Route” and the Lost Art of the Long-Form Car Commercial

Robert Downey Jr.’s “The Route” and the Lost Art of the Long-Form Car Commercial (photo)

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Last week, the Internet was abuzz with a new stop-motion ad for Planters that featured Robert Downey Jr. as the new voice of Mr. Peanut, but it was actually a commercial featuring a pre-“Iron Man” Downey Jr. that caught my eye when I came across One Cool Thing A Day‘s selection of “The Route,” a 12-minute ad produced by Volvo for its line of V50 station wagons. Produced by the Swedish carmaker in 2004, “The Route” does indeed show off all the amenities of the V50, but also functions as a surreal, elliptical piece of noir, courtesy of “The Grifters” director Stephen Frears, wherein Downey Jr. confronts himself as a not-so-compatible travel companion for himself in his search for a town called Confidence. The first part is here (and the link to part two is here):

At the time, Martin Buckley, a strategic planner from the ad firm that produced the short, said of “The Route,” “If you want people to come to the Internet and spend their valuable time to view your film and product, you better make it worth their while. We know the true Volvo prospect is highly curious and appreciates advertising that is both creative and intelligent.”

Whether “The Route” can actually be appreciated as something beyond advertising is up for debate, yet besides being a quick payday for its creative team in between films, it was notable for being a rare moment when the auteur theory made its way into marketing. While big-name directors make commercials all the time while waiting to direct their next feature, it’s far less often that they get to helm something longer than 30 seconds. And for car companies looking to make an impression on the Internet, the mid-’00s was a prosperous enough time to throw millions at burgeoning area of viral marketing.

“The Route” was actually the less successful follow-up to “The Mystery of Dalarö,” Volvo’s eight-minute 2004 ad that seemed like an undercooked BBC report about the strange occurrence of 32 people buying the same sedan in a Swedish village at the same time and even calls upon Karl Jung expert to explain the meaning. (“We all born with collective unconsciousness,” says the expert.) The ad campaign, which never targeted the U.S., caused something of a sensation in Europe where many speculated about the film’s credited director Carlos Soto, until it was revealed that “Soto” was really a pseudonym for Spike Jonze, who continued to play tricks on the public by questioning the initial ad with a director’s cut.

In an interview with The Internationalist, Volvo’s director of global advertising at the time said “Dalarö” was a product of having an ad budget half the size of other car companies and needing to be creative. However, Volvo wasn’t alone in pouring money into these mini-movies. “L.I.E.” director Michael Cuesta helmed a softly-lit 15-minute promotional film for Lexus in 2003 called “Three Journeys,” following three couples as they made their way to the California coast, that was handed out at auto events around the country on DVD and have now become collectibles.

However, they are not nearly as prized as the granddaddy of the form, BMW’s “The Hire” series, which was launched in 2001 to hawk Beemers and showcase Clive Owen as an elusive chauffeur simply known as “The Driver.” The ads were spearheaded by David Fincher, who never actually directed one of his own, though it’s probably no coincidence that “Se7en” screenwriter Andrew Kevin Walker penned the first installment “Ambush” for the late John Frankenheimer to direct. Shorts from Alejandro González Iñárritu, Ang Lee, John Woo, Joe Carnahan, Tony Scott and Guy Ritchie followed, not to mention my personal favorite, Wong Kar-Wai’s moody, introspective “The Follow” with Forest Whitaker and Mickey Rourke:

Incidentally, it was Whitaker’s involvement that was reported to have kept the DVDs of the Web series in limited supply since his contract required “The Follow” to only be shown online. BMW ultimately decided to end the series after 2002 because of cost, instead putting out a comic book that continued the adventures of the Driver. Though “The Hire” is widely seen as changing car advertising for good, it was a pioneer of a trend that was short-lived. Still, its influence can be seen today even in shorter car commercials directed by less famous names like Ivan Zacharias, who lensed this 2009 Audi ad featuring Jason Statham.

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Bro and Tell

BFFs And Night Court For Sports

Bromance and Comeuppance On Two New Comedy Crib Series

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“Silicon Valley meets Girls meets black male educators with lots of unrealized potential.”

That’s how Carl Foreman Jr. and Anthony Gaskins categorize their new series Frank and Lamar which joins Joe Schiappa’s Sport Court in the latest wave of new series available now on IFC’s Comedy Crib. To better acquaint you with the newbies, we went right to the creators for their candid POVs. And they did not disappoint. Here are snippets of their interviews:

Frank and Lamar

via GIPHY

IFC: How would you describe Frank and Lamar to a fancy network executive you met in an elevator?
Carl: Best bros from college live and work together teaching at a fancy Manhattan private school, valiantly trying to transition into a more mature phase of personal and professional life while clinging to their boyish ways.

IFC: And to a friend of a friend you met in a bar?
Carl: The same way, slightly less coherent.

Anthony: I’d probably speak about it with much louder volume, due to the bar which would probably be playing the new Kendrick Lamar album. I might also include additional jokes about Carl, or unrelated political tangents.

Carl: He really delights in randomly slandering me for no reason. I get him back though. Our rapport on the page, screen, and in real life, comes out of a lot of that back and forth.

IFC: In what way is Frank and Lamar a poignant series for this moment in time?
Carl: It tells a story I feel most people aren’t familiar with, having young black males teach in a very affluent white world, while never making it expressly about that either. Then in tackling their personal lives, we see these three-dimensional guys navigate a pivotal moment in time from a perspective I feel mainstream audiences tend not to see portrayed.

Anthony: I feel like Frank and Lamar continues to push the envelope within the genre by presenting interesting and non stereotypical content about people of color. The fact that this show brought together so many talented creative people, from the cast and crew to the producers, who believe in the project, makes the work that much more intentional and truthful. I also think it’s pretty incredible that we got to employ many of our friends!

Sport Court

Sport Court gavel

IFC: How would you describe Sport Court to a fancy network executive you met in an elevator?
Joe: SPORT COURT follows Judge David Linda, a circuit court judge assigned to handle an ad hoc courtroom put together to prosecute rowdy fan behavior in the basement of the Hartford Ultradome. Think an updated Night Court.

IFC: How would you describe Sport Court to drunk friend of a friend you met in a bar?
Joe: Remember when you put those firecrackers down that guy’s pants at the baseball game? It’s about a judge who works in a court in the stadium that puts you in jail right then and there. I know, you actually did spend the night in jail, but imagine you went to court right that second and didn’t have to get your brother to take off work from GameStop to take you to your hearing.

IFC: Is there a method to your madness when coming up with sports fan faux pas?
Joe: I just think of the worst things that would ruin a sporting event for everyone. Peeing in the slushy machine in open view of a crowd seemed like a good one.

IFC: Honestly now, how many of the fan transgressions are things you’ve done or thought about doing?
Joe: I’ve thought about ripping out a whole row of chairs at a theater or stadium, so I would have my own private space. I like to think of that really whenever I have to sit crammed next to lots of people. Imagine the leg room!

Check out the full seasons of Frank and Lamar and Sport Court now on IFC’s Comedy Crib.

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Millennial Wisdom

Charles Speaks For Us All

Get to know Charles, the social media whiz of Brockmire.

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He may be an unlikely radio producer Brockmire, but Charles is #1 when it comes to delivering quips that tie a nice little bow on the absurdity of any given situation.

Charles also perfectly captures the jaded outlook of Millennials. Or at least Millennials as mythologized by marketers and news idiots. You know who you are.

Played superbly by Tyrel Jackson Williams, Charles’s quippy nuggets target just about any subject matter, from entry-level jobs in social media (“I plan on getting some experience here, then moving to New York to finally start my life.”) to the ramifications of fictional celebrity hookups (“Drake and Taylor Swift are dating! Albums y’all!”). But where he really nails the whole Millennial POV thing is when he comments on America’s second favorite past-time after type II diabetes: baseball.

Here are a few pearls.

On Baseball’s Lasting Cultural Relevance

“Baseball’s one of those old-timey things you don’t need anymore. Like cursive. Or email.”

On The Dramatic Value Of Double-Headers

“The only thing dumber than playing two boring-ass baseball games in one day is putting a two-hour delay between the boring-ass games.”

On Sartorial Tradition

“Is dressing badly just a thing for baseball, because that would explain his jacket.”

On Baseball, In A Nutshell

“Baseball is a f-cked up sport, and I want you to know it.”


Learn more about Charles in the behind-the-scenes video below.

And if you were born before the late ’80s and want to know what the kids think about Baseball, watch Brockmire Wednesdays at 10P on IFC.

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Crown Jules

Amanda Peet FTW on Brockmire

Amanda Peet brings it on Brockmire Wednesday at 10P on IFC.

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On Brockmire, Jules is the unexpected yin to Jim Brockmire’s yang. Which is saying a lot, because Brockmire’s yang is way out there. Played by Amanda Peet, Jules is hard-drinking, truth-spewing, baseball-loving…everything Brockmire is, and perhaps what he never expected to encounter in another human.

“We’re the same level of functional alcoholic.”


But Jules takes that commonality and transforms it into something special: a new beginning. A new beginning for failing minor league baseball team “The Frackers”, who suddenly about-face into a winning streak; and a new beginning for Brockmire, whose life gets a jumpstart when Jules lures him back to baseball. As for herself, her unexpected connection with Brockmire gives her own life a surprising and much needed goose.

“You’re a Goddamn Disaster and you’re starting To look good to me.”

This palpable dynamic adds depth and complexity to the narrative and pushes the series far beyond expected comedy. See for yourself in this behind-the-scenes video (and brace yourself for a unforgettable description of Brockmire’s genitals)…

Want more about Amanda Peet? She’s all over the place, and has even penned a recent self-reflective piece in the New York Times.

And of course you can watch the Jim-Jules relationship hysterically unfold in new episodes of Brockmire, every Wednesday at 10PM on IFC.

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