Voskhod’s work for Tochka bank is striking. Nothing like the advertising you’d expect from a bank. This time, Great Guns director, Ilya Naishuller, turned a bold idea into a riveting commercial. Here’s how he did it.
Shot on 16mm film, the spot follows an entrepreneur as he faces the trials and tribulations of running his own business. Exaggerated imagery of disgruntled employees, endless filing, and corporate paranoia is cut together at breakneck speed as notes pile up, phones ring, and the office is invaded by a SWAT team. This final moment, revealed to be the protagonist’s own imagination, leads him to reflect in his post-it adorned office before deciding to sign up to Tochka. As soon as he becomes a client, the post-its fly away and we are finally left with a sense of calm and control.
Ilya Naishuller commented, “Inspired by the many stress-inducing minor and major tasks a business faces every day, my goal with this spot was to overwhelm the audience with non-stop anxiety-riddled shots. I opted to shoot it on 16mm film to up the grittiness and the old-school tone – obviously influenced by Darren Aronofsky’s Pi. We cast Yuri Kolokolnikov as the lead not only due to his strengths as an actor, but also his monolithic physicality – when a mountain crumbles, you know something serious is going down.”
Russian bank, Tochka’s, advertising is un-bank-like. That’s strategically important. It’s not an average bank; it’s a bank for entrepreneurs. The bank has been aligning itself with their maverick thinking (real or wishful) in bold left-of-centre campaigns by agency, Voskhod, and now it is showing that it understands their pressures.
Again using Voskhod’s flair for distinctive creative advertising ideas.
Striking camera angles; 16 mm film, close-ups; aggressive hypnotic music; voiceover density were used to intensify the paranoia effect. Hollywood filmmaker, Ilya Naishuller, directed the spot. Yuriy Kolokolnikov, famous for his roles in Nolan’s Tenet, HBO’s Game of Thrones and Hughes’ The Hitman’s Bodyguard, starred in the ad.
The commercial addresses owners of growing businesses. Understands that they know how to tough it out through the first years of entrepreneurship, but they may not know how to let go anymore. The bank offers modern management tools for entrepreneurs so they can dedicate more of their time to achieving higher goals of their businesses.
Here are two earlier spots:
Client: Tochka Bank
Production: Daddy’s Film Production
Director: Ilya Naishuller