Thursday, March 22, 2018
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The Best Work You May Never See: Smith & Foulkes Direct McVitie's "Crane" For Grey London


Robert Goldrich
Tuesday, Mar. 13, 2018


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Smith & Foulkes of Nexus Studios, London, directed this McVitie’s :60 titled “Crane” for Grey London.

The spot shows the operator of a tower crane diligently going about his work, isolated way above ground. Below him, he can see his colleagues enjoying the camaraderie of a tea break, complete with McVitie’s biscuits. He waves, but is not seen. As the day wears on, the operator becomes gloomier, craving some company – even if it’s only from passing birds. When he is convinced that everyone’s forgotten about him he gets a surprise – the steel beam he has lifted has been loaded with a cup of tea and some McVitie’s biscuits. He looks down and sees his colleagues waving and smiling at him and his mood instantly lifts.

“Sometimes the little things are actually the really big things,” the voiceover relates. The ad finishes with the tagline “McVitie’s. Sweeter Together.”

“Crane” is running on national TV in the U.K. and Ireland.

Nick Rowland, creative director at Grey London, said: “The humble biscuit isn’t going to change the world, but sharing them creates moments that can bring people closer. This is something that matters more to us now than ever and is why these stories of togetherness feel universal to us.”


Client McVitie’s Agency Grey London Nick Rowland, Lex Down, creative directors; Thomas Worthington, Greg Ormrod, copywriters/art directors; Marcus Eley, James Plaxton, producers; Beth Sykes, creative producer. Production Nexus Studios, London Smith & Foulkes, director; Chris O’Reilly, Tracey Cooper, exec producers; Maiwenn Le Borgne, Derek Walsh, production managers; Callum Strachan, art director; Florian Casper, CG supervisor; Dominic Griffiths, animator; Cecille Carre, Joao Pedro Sustelo, designers; David Slade, editor. (Toolbox: Maya, Houdini, Carbon Cloth, Yeti Fur, modo, Photoshop, Nuke, After Effects, Premiere). Music Soundtree Peter Raeburn, composer

Category of ScreenWork: 


<iframe width="560" height="349" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="640" height="390" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="853" height="510" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="1280" height="750" src="" frameborder="0" allowfullscreen></iframe>
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