Bestads Best of the Week: Channel 4’s ‘The Inheritance’ via 4Creative, London
Each week Bestads showcases standout global advertising work as reviewed by an esteemed international creative director or team. This week’s best TV ad is Channel 4’s ‘The Inheritance’ created by 4Creative, Channel 4’s in-house agency.
The ad was picked by this week’s guest judge Luis Paulo Gatti, Executive Creative Director and Head of Entertainment at White Rabbit, Budapest.
Luis says: “This idea has several positive aspects. From the insight to the way the text managed to wrap up the film so simply. Of course, I have to mention the production – I really liked the acting, art direction, directing, and editing. Very nice!”
Channel 4’s devious new game, ‘The Inheritance’, is airing later this summer, and to prepare for the occasion the award-winning in-house creative agency 4creative has put together an opulent on-air trailer, showing viewers how life changing death can truly be. The upcoming show stars Elizabeth Hurley as ‘The Deceased’, the benefactor of a fortune stashed within a grandiose countryside estate. Rob Rinder is ‘The Executor’ of The Deceased’s estate and oversees as 13 contestants must compete with one another, each with the ultimate aim of earning as much of the money for themselves as possible. 4creative’s trailer stars both Elizabeth Hurley and Rob Rinder, reprising their roles from the show. Beginning with a group of mourners draped in black gathered around the open casket where Elizabeth elegantly rests, one mourner can be seen weaving her way through the crowd to pay her respects by Elizabeth’s silk-lined coffin. Dramatically lifting the veil from her face to momentarily admire the beauty of Elizabeth, the scene shifts as the mourner’s hand reaches out. Rather than stroke Liz’s face, the mourner snatches the diamond necklace around the neck of The Deceased.
Read Lp’s full review here.
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