Ad Nut
Aug 9, 2016

'The Birds': An exercise in self-indulgence by a tobacco brand

A short film from Indonesia for Gudang Garam is heavy on cheese, 'mild' on anything vaguely interesting.

Ad Nut has always found the human practice of inhaling smouldering leaves curious. Just as curious, though, is the way these humans sometimes try to sell their leaves.

Gudang Garam’s latest effort, to promote its Signature Mild brand, is by Dentsu Strat and produced by Seven Sunday Films. Ad Nut does not have a problem with its theme, ‘The Birds’, and was initially relieved that there are no swooping attacks on the lovers who star in it. Ad Nut was also glad that the lady is spared a broken leg despite wearing a highly unnecessary blindfold down a treacherous path to the ocean.

However, having watched the film a second time, Ad Nut wonders whether a spot of pecking and clawing—an altogether different ‘signature moment’ to the lacklustre one that plays out—might help snap these good folk out of their 1980s stupor and back into the present day. Otherwise, Ad Nut suggests that leaf purveyors like our friends at Gudang Garam may want to call it a day when it comes to 'storytelling'.

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