Few would call Wim WenÂders, the auteur behind Paris, Texas, Wings of Desire, The BueÂna Vista Social Club, and last year’s docÂuÂmenÂtary Pina, a “comÂmerÂcial” direcÂtor. Yet he has, now and again, put in time as a direcÂtor of comÂmerÂcials — adverÂtiseÂments, that is, for beer, food, and camÂeras. His perÂsonÂal hymn to Leica’s craftsÂmanÂship aside (“As a boy,” he narÂrates, “I looked at my father’s Leica like a sacred object”), these spots don’t immeÂdiÂateÂly betray the idenÂtiÂty of the man at the helm. Even if you’ve seen many of WenÂders’ feaÂture films, you might not guess that he made these comÂmerÂcials if you just hapÂpened upon them; you would, though, feel their difÂferÂence in senÂsiÂbilÂiÂty from the ads surÂroundÂing them. The StelÂla Artois clip above includes sevÂerÂal attenÂtion-drawÂing teleÂviÂsion tropes like a picÂturesque EuroÂpean coast, fast cars and motorÂcyÂcles, vinÂtage musiÂcal instruÂments, alcoÂhol, and femÂiÂninÂiÂty, but it approachÂes them in a nonÂstanÂdard way — one that, conÂseÂquenÂtialÂly, actuÂalÂly stands a chance of drawÂing your attenÂtion.
“There’s a cerÂtain amount of objects that men like a lot,” says WenÂders in a short docÂuÂmenÂtary on the makÂing of the comÂmerÂcial, “and they like them so much that they give them their girlÂfriends’ names.” We see first a motorÂcyÂcle named Sophie, then a conÂvertÂible named VicÂtoÂria, then a guiÂtar named Valerie, then a beer — StelÂla. We nevÂer see any actuÂal women, or, for that matÂter, any men; just places and things. WenÂders imbues the sequence with humanÂiÂty through the camÂerÂa’s gaze, and the behind-the-scenes footage shows it as no easy task, requirÂing take after preÂciseÂly lit take shot with camÂeras mountÂed on elabÂoÂrate mechanÂiÂcal arms that look more expenÂsive than the treaÂsured objects themÂselves. (It also requires the direcÂtor to issue instrucÂtions in no fewÂer than three lanÂguages, though I underÂstand that as busiÂness as usuÂal on a WenÂders set.) For an entireÂly difÂferÂent perÂspecÂtive on beer, watch his spot for CarÂling that involves bicyÂcling over a waterÂfall. For a more epic take on the relaÂtionÂship between mankind and machinÂery, watch what he put togethÂer for food conÂglomÂerÂate BarÂilÂla’s 125th anniverÂsary.
RelatÂed conÂtent:
Wes Anderson’s New ComÂmerÂcials Sell the Hyundai Azera
Fellini’s FanÂtasÂtic TV ComÂmerÂcials
David Lynch’s SurÂreÂal ComÂmerÂcials
Jean-Luc Godard’s After-Shave ComÂmerÂcial for Schick
ColÂin MarÂshall hosts and proÂduces NoteÂbook on Cities and CulÂture. FolÂlow him on TwitÂter at @colinmarshall.