Thursday, March 22, 2018
You are here:

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


Robert Goldrich
Tuesday, Mar. 13, 2018


Log in or register now!

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>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Thursday, Mar. 22, 2018

BAT, a directing duo consisting of Bali Engel and Matt Landour, has joined...

Thursday, Mar. 22, 2018

Splendid & Co. has added director Kevin Osgood to its roster for...

Thursday, Mar. 22, 2018

A federal appeals court on Wednesday upheld a copyright infringement...

Thursday, Mar. 22, 2018

The Tribeca Film Festival will debut highly anticipated TV shows and...

Wednesday, Mar. 21, 2018

Breaking five days of silence, Facebook CEO Mark Zuckerberg apologized for...

Wednesday, Mar. 21, 2018

The National Academy of Television Arts & Sciences (NATAS) announced...

Recent SPW Releases

Thursday, Mar. 22, 2018

Two short films edited at bicoastal Union are set to screen at the 2018...

Thursday, Mar. 22, 2018

There is nothing more American than its big, bold, iconic trucks. Director...

Thursday, Mar. 22, 2018

axle ai has announced that Bleacher Report has standardized on axle ai...

Wednesday, Mar. 21, 2018

kaboom and director michele atkins reunite with agency Preston Kelly on a...

Wednesday, Mar. 21, 2018

WASHINGTON, D.C.-- Neal Mohan, chief product officer for YouTube, will...