I first fell in love with Danish director Martin de Thurah after his disturbingly glorious video for Fever Ray’s “When I Grow Up.” His gritty, realistic hand-held style is a perfect match for the dark undertones in Feist’s “The Bad In Each Other.” It’s a marriage made in video heaven.
This is a match made in advertising heaven. The brilliant Martin de Thurah (whose recent vid for Fever Ray’s “When I Grew Up” kicked some serious ass…) worked with advertising innovator and fearless marketers Ikea (who, besides having a history of working with the world’s best directors also promote tolerance and human rights with their forward-thinking depictions of “families” – check out my post on their hilarious and controversial ‘Tidy Up” campaign) to create “Home.”
This gorgeous ad is a perfect example of what advertising can and should be: simple, beautiful, artistic, and willing to slowly draw you in until you wonder what’s going on instead of bashing you over the head in fear that you won’t get it.
I really need to move to Sweden.
(Agency: Robert/Boisen & Like-Minded. Post: Duckling.)
Via No Fat Clips!
I like to see boundaries pushed. I like the convergence of music with high visual art. And I like artists who are brave enough to do what they want and not give a fuck what people will say. People are so quick to dismiss things that are too complex for them to understand.
Fever Ray is the solo project of acclaimed Swedish electro artist Karin Dreijer Andersson. Of course, she’s Scandinavian, because Scandinavians are cooler than everyone else on the planet. In her new video for “When I Grow Up”, directed by Martin de Thurah, she’s feral, she’s covered in string, and she’s singing on a diving board. You don’t need to know why, you just need to believe and let yourself feel it. Aesthetically, sonically, visually; it’s unbelievably awesome. I would do anything for this woman.