Declan Lowney helms this cheeky ‘Farmers’ spot in an Aldi campaign by McCann Manchester.
"That were Amazing’ says the farmer as his companion performs ambitious gymnastic moves on a farm gate ‘ You think that were amazing’ he replies "I saved 3 quid on a chicken at Aldi this week”
The campaign sees Declan Lowney work with the creative team Neil Lancaster & Rob Price for the first time in their ‘Championing Great British Value" campaign.
Aldi are and are the official sponsor and supermarket for Team GB at the Olympics.
We had a quick chat to Declan and asked him about the job:
What appealed to you most when you initially read the script?
The Purity and simplicity of the idea and knowing that the simpler we kept the execution the more effective it would be.
Where was the project shot and how? Greenscreen?
We shot in Acton and yes the background is comped – It was the only way we could be guaranteed a tranquil setting on the first week in January! The beauty and the tranquility were important in wrong footing the viewer, so the last thing they expect was what happened next.
It’s got a great look to it, what were you after here? Who did the post?
We posted at Jam, with Pete who did a great job. Editor Leo King sat in studio and edited as we shot, instantly cutting in rehearsal shots to make sure the action was matching (an invaluable facility). But really the credit for the look goes to DOP Ray Coates. He's created a beautifully tranquil Yorkshire morning. In Acton!
Did you come up against any challenges?
Working with all the above people.
Did you have to use any new or interesting equipment or techniques to achieve the vision that you wanted? How did you find your gymnastic old northern farmer?
Eh… I don’t really want to go into all that. Let’s just say it’s all very simple, and if I told you, I’d have to kill you.
Lowney is one of the UK’s top comedy Directors, who has shot numerous commercials for the world’s biggest brands, including the multi format Walkers ‘Sandwich’ campaign that won a Gold, two Silvers and a Bronze and the Grand Prix for Creative Effectiveness at Cannes, the current hugely celebrated Warburtons ads and the long running Aviva campaign starring Paul Whitehouse to name but a few.
Lowney's feature film with Steve Coogan, 'Alpha Papa' was released to wide critical acclaim. He has recently finished Directing two episodes of the successful ABC studios show ‘Galavant' and a brand new BBC 2 comedy series 'Flat TV' to be released in 2016.
Along with his advertising awards, as a top television comedy Director, Lowney has won two BAFTAs for ‘Help' and 'Father Ted', International Emmys for 'Little Britain’ & 'Moone Boy' and British Comedy Awards for 'Father Ted', 'Little Britain', 'Help' and ‘Happiness’.
Lowney is represented by Another Film Company.
TITLE: AMAZING Farmers
AIR DATE: 26th Jan
AGENCY: MCCANN MANCHESTER
LENGTH SECS: 20
CITY & COUNTRY: London UK
EXECUTIVE CREATIVE DIRECTOR: DAVE PRICE
CREATIVE DIRECTOR: NEIL LANCASTER
CREATIVE: SEAN CAREY
TV PRODUCER: MELISSA BENNETT
DIRECTOR: DECLAN LOWNEY
PRODUCTION CO & CITY: ANOTHER FILM COMPANY
PRODUCER: SIMON MONHEMIUS
DIRECTOR OF PHOTOGRAPHY: RAY COATES
PRODUCTION MANAGER: HELENA REIS
POST HOUSE: JAM FILMS
EDITING COMPANY: STITCH EDITING
EDITOR (OFF LINE): LEO KING