Collins' dictionary of everything camp
PETER YORK ON ADS; NO 279: OLYMPUS CAMERAS
Olympus has had this rather inspired view of JC for their new meta-commercial. The idea's all a bit noir, as we buffs say. It draws heavily on the film Sunset Boulevard - it's shot in LA for the right atmospherics - and it's got thoroughly noir music. Above all it's got a victim-as-narrator in the William Holden role.
Holden is Ralph and he's an amateur photographer. He's snapped Joan using the new Olympus with the ultra-sharp lens - an aggressive-looking little silver thing - and it's picked up her wrinkles. Crazed pro that she is, she recognises the killer camera and must have it. Thereafter the conceit is a) that she goes barmy and b) becomes a reverse stalker and ruins Ralph's life.
Joan throws herself into all this most energetically. She screams loudly; she climbs gates, ladders, tennis-netting, and slashes for England. It's a doddle for her, feisty ex-Dynasty fighter. She turns up at Ralph's workplace, she breaks into his house. More lovely noir music, more lovely slo-mo slasher shots with Joan killing the cushions. She's gotta have it.
Ralph does nice pieces to camera in his humble home explaining how the pictures weren't that bad - look, what's wrong with that - how he meant no harm and how his life has been ruined. His dog is not that sympathetic. But the cross-cuts are delicious. Joan up the gates of his compound yelling her little head off, cut to Ralph copying her. Wardrobe is clever too; Joan in snood, dark glasses and black coat is the deranged-by- grief, mid-period Lana Turner. Joan in black-lace decolletage with fishtail effect tells you how some people maintain standards in this sloppy world.
It's deeply camp, touching on all the classic Hollywood themes and symbols. It uses the Collins mythology to great effect and it's a nice example of traditional narrative product benefit demonstration, cranked up with hyper production values and terrific editing. That said, I imagine Joan's response to the high-concept theme was roughly "self-parody, schmarody ... so what, so long as they double the offer, treble the residuals and give me clearance on everything".
BBC Trust agrees to axe channel from TV in favour of digital moveTV
Final Top Gear reviewTV
Arts & Ents blogs
- 1 Florida man sentenced to two-and-a-half years for having sex on the beach in front of a child
- 2 Autistic teenager beaten up by bullies makes them watch 20-minute video about autism
- 3 Nick Kyrgios calls former Olympian Dawn Fraser a 'blatant racist' after she tells Wimbledon star to 'go back where their parents came from'
- 4 World learns of app that shows you who unfriended you on Facebook, app promptly crashes
- 5 Chris Moyles reportedly set to make radio comeback with new breakfast show on XFM
More Britons believe that multiculturalism makes the country worse - not better, says poll
Osborne to cap family benefits at £23,000 – announced ahead of his post-election Budget
Nathan Collier: Montana man inspired by same-sex marriage ruling requests right to wed two wives
Sickness and disability benefits could be reduced by £30 a week as part of £12bn welfare cuts
Greece debt crisis: Angela Merkel and Francois Hollande issue Athens with 24-hour ultimatum to avoid crashing out of the euro
Greece crisis: Referendum exposes a gaping hole at the heart of the European Union – its lack of genuine legitimacy