Editing. The story.

The fun in editing is how to arrange the pieces. Many directors love working with collaborator editors, people they can bounce ideas off of. I tend to be one of these people in my day to day work, and I love it. The way you arrange pieces together can drastically alter tone of the story, and amplify simple subtle non-verbal cues to be as powerful as a fog horn. 

On the deserted island (Yes, I would take commercials to watch on a desert island)  top 5 favorite commercials list, is Volkswagen’s “Big Day” commercial.

Watch the :60 spot as it was intended to be seen during the 2001 SuperBowl.

That breath get’s me every time. That’s the perfect set up for “Fasten your seat belts.” — Illustrating, this is the start of the drama. The beginning at the end. The perfect suspense. One of the ultimate storytelling TVCs out there. Just brilliant.

Editing.

What I find interesting, is another :60 version I’ve seen circulating. It has an ending that alters the tone tremendously with her look. 

It’s called “hand,” and she has it in this version. The previous version, she doesn’t know what to do when our protagonist approaches. In this version, she’s taunting him with her eyebrow raise. Almost as if the ceremony was just a plot to lure our guy in to finally speaking up. Such wonderful subtlety. Fantastic.

It’s like the ending in The Graduate, in :30.

Yet another alternate ending, on the :60 http://www.tccandler.com/vw-big-day-commercial/

Credits

Agency:Arnold BostonEditor:Andre BetzColorist:Tim MasickDirector of Photography:Neil ShapiroProducer:Paul AlbanaseDirector:Dante AriolaAgency Producer:Keith DezenCopywriter:Carl LoebArt Director:Paul RennerExecutive Creative Director:Alan PafenbachChief Creative Officer:Ron LawnerMusical Artist:J. RalphRecording Studio:Blast MusicEditorial Company:Bug EditorialProduction Company:Propaganda FilmsRecording Engineer:Joe O’ConnellClient:Volkswagen