“In the future, e‑mail will make the writÂten word a thing of the past,” declares the narÂraÂtion of a 1999 teleÂviÂsion comÂmerÂcial for Orange, the French teleÂcom giant. “In the future, we won’t have to travÂel; we’ll meet on video. In the future, we won’t need to play in the wind and rain; comÂputÂer games will proÂvide all the fun we need. And in the future, man won’t need woman, and woman won’t need man.” Not in our future, the voice hasÂtens to add, speakÂing for Orange’s corÂpoÂrate vision: a bit of irony to those of us watchÂing here in 2025, who could be forÂgivÂen for thinkÂing that the preÂdicÂtions leadÂing up to it just about sum up the progress of the twenÂty-first cenÂtuÂry so far. Nor will it surÂprise us to learn that the spot was directÂed by RidÂley Scott, that cinÂeÂmatÂic painter of dystopiÂan sheen.
Bleak futures conÂstiÂtute just one part of ScotÂt’s adverÂtisÂing portÂfoÂlio. Watch above through the feaÂture-length comÂpiÂlaÂtion of his comÂmerÂcials (assemÂbled by the YouTube chanÂnel Shot, Drawn & Cut), and you’ll see dens of CroeÂsan wealth, deep-sea expeÂdiÂtions, the trenchÂes of the Great War, the wastes of the AusÂtralian outÂback, acts of Cold War espiÂonage, a dance at a neon-lined nineÂteen-fifties dinÂer, and the arrival of space aliens in small-town AmerÂiÂca — who turn out just to be stopÂping by for a PepÂsi.
Not that Scott is a brand loyÂalÂist: that he did a good deal of work for AmerÂiÂca’s secÂond-biggest soda brand, some of them not just MiaÂmi Vice-themed but starÂring Don JohnÂson himÂself, didÂn’t stop him from also directÂing a Coca-Cola spot feaÂturÂing Max HeadÂroom. The decade was, of course, the nineÂteen eightÂies, at the beginÂning of which Scott made his most endurÂing mark as a visuÂal stylÂist with Blade RunÂner.
A series of spots for BarÂclays bank (whose indictÂments of comÂputÂerÂized serÂvice now seem preÂscient about our fast-approachÂing AI-“assisted” realÂiÂty) hew so closeÂly to the Blade RunÂner aesÂthetÂic that they might as well have been part of the same proÂducÂtion. But of ScotÂt’s dystopiÂan adverÂtiseÂments, none are more celÂeÂbratÂed than the Super Bowl specÂtaÂcle for the Apple MacÂinÂtosh in which a hamÂmer-throwÂer smashÂes a NineÂteen Eighty-Four-style dicÂtaÂtor-on-video. The comÂpiÂlaÂtion also includes a less wideÂly rememÂbered comÂmerÂcial for the MacÂinÂtosh’s techÂniÂcalÂly innoÂvÂaÂtive but comÂmerÂcialÂly failed preÂdeÂcesÂsor, the Apple Lisa. So assoÂciÂatÂed did Scott become with cutÂting-edge techÂnolÂoÂgy that it’s easy to forÂget that he rose up through the adverÂtisÂing world of his native Britain by makÂing big impacts, over and over, for downÂright quaint brands: HovÂis bread, McDougalÂl’s pasÂtry mix, FindÂus frozen fish pies.
It may seem a conÂtraÂdicÂtion that Scott, long pracÂtiÂcalÂly synÂonyÂmous with the large-scale HolÂlyÂwood genre blockÂbuster, would have startÂed out by craftÂing such nosÂtalÂgia-sufÂfused miniaÂtures. And it would take an inatÂtenÂtive viewÂer indeed not to note that the man who overÂsaw the definÂiÂtive cinÂeÂmatÂic vision of a menÂacÂing Asia-inflectÂed urban dystopia would go on to make comÂmerÂcials for the Sony MiniÂDisc and the NisÂsan 300ZX. It all makes more sense if you take ScotÂt’s artisÂtic interÂests as havÂing less to do with culÂture and more to do with bureauÂcraÂcy, archiÂtecÂture, machinÂery, and othÂer such sysÂtems in which humanÂiÂty is conÂtained: so natÂurÂal a fit for the realm of adverÂtisÂing that it’s almost a surÂprise he’s made feaÂtures at all. And indeed, he conÂtinÂues to do ad work, bringÂing movie-like grandeur to mulÂti-minute proÂmoÂtions for brands like HenÂnessy and TurkÂish AirÂlines — each one introÂduced as “a RidÂley Scott film.”
RelatÂed conÂtent:
Watch The JourÂney, the New RidÂley Scott Short Film Teased DurÂing the Super Bowl
RidÂley Scott Walks You Through His Favorite Scene from Blade RunÂner
Based in Seoul, ColÂin Marshall writes and broadÂcasts on cities, lanÂguage, and culÂture. His projects include the SubÂstack newsletÂter Books on Cities and the book The StateÂless City: a Walk through 21st-CenÂtuÂry Los AngeÂles. FolÂlow him on the social netÂwork forÂmerÂly known as TwitÂter at @colinmarshall.
