Director Tom Chancellor stages a rave at a model village for Minirig ad
Director Tom Chancellor has created an ad for portable speaker company Minirig that stages a miniature rave at a model village. Created in collaboration with electronic duo Orbital, who soundtracked the ad, the two-minute promo combines footage of normal sized families enjoying themselves at the model village with miniature scenes of ravers finding their way to a tiny party.
For the spot, which is called Small Rave Massive, Chancellor created an “idyllic, picture-perfect version of Britain,” which is soon given “a dose of reality” in the form of a miniature illegal rave, a statement from Minirig about the project explains. In the spot there are normal things you might find at a model village, like tiny trains, little carnival rides and a tiny farm, that are mixed in with more unexpected scenes. For example, a miniature elderly couple find a life-sized nitrous gas canister in their driveway, a forensics team investigate the debris from a party including ginormous fag butts, and tiny police stop and search ravers on their way to a free party. There’s even a tiny man having a pee at the side of the road.
Mixing documentary-style live action, which captures the normal life of the village, the spot also features CGI work from London studio Analog. The spot riffs on Minirig’s tagline of “The loudest small speaker”, and culminates in a model rave featuring tiny versions of duo Orbital playing their new track P.H.U.K’ (Please Help U.K) accompanied by a warehouse full of dancers. Ingeniously a telephone number on a miniature flyer in the ad rings through to an information line about real-life parties held by speaker Minirig.
Chancellor is the creative director behind a whole host of amusing and powerful contemporary ads, including Cadbury’s classic Free the Joy campaign, which saw milk chocolate bars transform office workers into disco stars, and Mc. Vities Sweeet spots, where flying squirrels equipped with jetpacks tumbled out of biscuit boxes to deliver treats to their human friends.