Curious ecstatic to get 3 out of 10

When Adweek published its “10 Commercial Directors Making Today’s Coolest, Strangest and Loveliest Ads”, Curious got a nice surprise.

Three of them are at Curious Film. A surpise for Curious? Well, yes. These things are never expected. Although Curious & Company’s (Dummy, Hungry Man & Traktor) 3 Gold, 4 Silver and 6 Bronze Lions this year, might have given Curious a clue.

Curious & Company’s 3 out of 10 are:

Harold Einstein, Dummy

“Nobody does irresistibly ridiculous quite like Einstein. Once a copywriter at agencies including Cliff Freeman and Goodby, Silverstein & Partners, he’s now a go-to director for former partner Gerry Graf’s Barton F. Graf 9000, shooting countless zingers for Kayak and Little Caesars,” Adweek wrote of him.

Two of Einstein’s commercials won Silver at Cannes this year.

Weedol – I’m Weeding Right Now: Directed by Harold Einstein for mcgarrybowen London

A brief for a weed killer comes into the agency. Creatives can be seen heading for the hills. Except that’s not what happened. The agency was mcgarrybowen. The creatives saw an opportunity to do something with wit and charm. Or in the words of executive creative director, Paul Jordan, “Weedol Pathclear was a dream brief. A weed killer that carries on killing months after spraying. It leaves gardeners free to do whatever they like. And the agency too, pretty much.” And mcgarrybowen knew a director whose calling card has “I triumph with wit and charm,” written (metaphorically) on it.

Value City – Old Table: Directed by Harold Einstein for Value City Furniture

This is Value City Furniture: “Since 1948, we have enjoyed furnishing America’s homes for generations of families. Our stores are family-owned and operated…We have a wide assortment of contemporary, modern, casual, country, traditional and luxurious furniture to choose from at the guaranteed best prices.” Excitement factor, 0 out of 10. People loved or hated Einstein’s ad. Passionately. Excitement factor 10 out of 10.

Wayne McClammy, Hungry Man

Curious made its partnership official,with the only production company ranked in the Palme D’Or’s top ten, ten years in a row, at this year’s Cannes. Curious & Company (Dummy, Hungry Man & Traktor) won 3 Gold, 4 Silver and 6 Bronze Lions this year

There are so many ad awards, but not many commercial directors have an Emmy in their showcases. McClammy has won an Emmy, for his short film, “I’m Fucking Matt Damon,” with Sarah Silverman.

Watch Killcameraman for Activision’s Call of Duty and 72andSunny to see an example of why McClammy made it onto the list.

Traktor

This unusually secretive collective of Scandinavian filmmakers calls California home and its reel is a treasure chest. These two gems are produced by Curious Film: