It’s been a bit of an up and down time this year for fans of director Steve McQueen. His HBO series "Codes Of Conduct" was scrapped by the network, while his one-take video for Kanye West‘s "All Day/I Feel That" appeared briefly online only to be taken down. But now comes a new detour from the director, and while it’s not a feature film, it’ll hold us over until news comes about what he’s working on next.
McQueen has lensed the new ad for the fragrance Mr. Burberry, marking the first commercial he’s ever made. And he went big. The romantic, three-minute spot starring British actor and musician Josh Whitehouse and British model/actress Amber Anderson was shot on 70mm, and McQueen embraced the challenged of the gig.
"It was different because I had to get the Mr. Burberry bottle in the film. What was different is that we shot it on 70-millimeter film. I loved the idea of having a situation about something so intimate, and to an extent innocent, but to reverse the lens and make it epic at the same time. It’s a big deal," he told Pret-A-Reporter.
Watch the spot below.
We love it and the song, very nice!! Classy,,, S.A.,Tx
rubbish
Horrible… COuldn\’t tell what the ad was about. Clothing, fragrance, or a hotel. Terrible song, and also subpar acting. Sad to see…
bullshit
Go and youtube "This is the enemy" Jean-Luc Godard on youtube and you\’ll see an artist who had true convictions.
This was what Jean-Luc Godard would call true obscenity. The obscenity of using the film image to arrest our gaze to sell us a product, to incite desire, to mold and commodify our gaze. This is true obscenity. And Steve McQueen a director who gave us 12 years a slave here enslaves the viewer in the service of a model of desire and love that given to us as aspirational –the beautiful, angelic white couple coupling in a Burberry designed world of products they are in truth imprisoned by in turn themselves. I\’ve lost any respect for Steve McQueen. Godard did commercials too, have you seen them? They\’re radical and take the piss out of the brand even while they sell them. Now there was a film artist. Steve McQueen is a hack.
He needs to take "Codes of Conduct" to Amazon or Netflix so it can become a series. Those two are the best options.
There was a great idea within the one-take Kayne music video; keeping us with him throughout the track brought an interesting tension and context to it. There\’s no idea in this bollox – just two pretty people walking down hallways and making out.
waste of 70mm film. and mcqueen\’s talents.
Awful song.What a pile of pretentious bollocks.
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