The commercial for Heat, a new entertainment magazine, is furiously filmic too and - a first I think - also features spontaneous combustion of a kind. To start with it has a slow, arty, underwater world of greeny-grey boredom - everything very angled, lots of muddy-green filter; a dripping shower head; a woman's legs in a bath, then her head below the water; an old barber putting a greeny-grey cape on a customer in his dingy shop; bored girls through a bus window. It is London on a winter Wednesday.
Greenest and greyest is a Gents - more arty angles - with one cubicle shut and lots of dripping sounds. All this with a variety of jarring, mechanical, buzz effects.
Then the characters get more animated; the woman sits up in the bath; a hand grabs at a magazine on the Gents cubicle floor; a young man runs out into the rain; the haircut customer starts looking around. There is a feeling of desultory foreplay and some expectant shots of modish, Seventies- revival, geometric green tiles. Then, off they flare, combustion all round; in the bath, in the bus, in the street, in the barbers, in the Gents, where it looks like an out-take from London's Burning. It is a terribly pretty, gas-logs, effect, and no one actually burns. They have all been reading Heat and it has given them back the will to live.
It is memorable and it will get talked about; it is right for its market, which will like the stylistic pretensions, and the branding is clear enough. But the jaded may well ask themselves, who needs another weekly entertainment magazine?Reuse content