Carousel (advert)
A frame from Carousel in 21:9 aspect ratio
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| Agency | Tribal DDB, Amsterdam |
|---|---|
| Client | Philips |
| Language | English |
| Running time | 139 seconds (2:19) |
| Product | |
| Release date(s) | April 2009 (online) |
| Directed by | Adam Berg |
| Music by | "Carousel" – Michael Fakesch |
| Production company |
Stinkdigital, London |
| Produced by | John Reardon Jeroen Jedeloo Iwona Echt |
| Followed by | Parallel Lines |
| Official website | http://www.philips.co.uk/cinema |
Carousel is an online advertisement launched in April 2009 by Philips to promote Philips Cinema 21:9 LCD televisions. The 139-second (2m19s) piece is a continuous tracking shot of a frozen moment after an armoured van heist gone wrong, with robbers dressed in clown masks holding a pitched battle with police officers inside a hospital. The campaign surrounding Carousel was led by the central Philips team at DDB in London and produced by advertising agency Tribal DDB in Amsterdam. It was directed by Adam Berg, with production contracted to London-based production company Stinkdigital. The ad went on to become a huge critical success, winning the advertising industry's most prestigious award: the Grand Prix at the Cannes Lions International Advertising Festival. It is only the second online advertisement to win in the Film category, after Dove's Evolution in 2007. Scenes from Carousel were used in the music video for hip hop artist 50 Cent's single "Ok, You're Right".
After a credit sequence, Carousel opens on a police officer kneeling on a parked police car. The camera pans across and travels past an armoured van in mid-explosion. It continues to the entrance of a hospital, where two officers are engaged in a firefight with a criminal in a clown mask, while a further two are dragging a clown out of a station wagon. The camera passes into the hospital to a reception desk, where a clown is kicking an officer through a glass window while others come up behind him. The camera rotates upwards to reveal another clown/officer pair in midair after falling from a balcony above. The camera travels up to the second floor, through an explosion into a corridor filled with clowns and officers, with several civilians cowering against the floor. Passing a ward where more figures are shooting at each other, the camera reaches a clown carrying a sack of cash who has just been shot in the back, before panning right to reveal a team of officers around a man stripped to his underwear. The camera exits the window and returns to ground level, to the pointing officer on the car (revealed to be number 219) at the start. It scrolls past the officer, who hides a clown mask and a sack of cash, revealing that he is in fact one of the criminals. The piece then begins a fresh loop from the beginning.
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Wikipedia