Wednesday, April 04, 2007


‘Timing is everything’ according to the latest spot from Grey Worldwide, Melbourne, for the Melbourne International Comedy Festival.
According to Ant Shannon, Executive Creative Director, “we actually wanted to create an ad that wasn’t deliberately funny, rather we wanted to celebrate the audience and the experience of attending the festival.”
Well known DJ, Nick Fayer was commissioned to build a soundtrack out of 50 people laughing. He matched the pictures of the ‘laughers’ to canned laughter to create an amazing beat effect that endeavours to conjure up an unconscious and automatic laughter reflex when viewed on television.
“The production process involved in the creation of this ad was unusual and complex
but the result will give people a chuckle and hopefully encourage them to attend this
year’s Melbourne International Comedy Festival,” Shannon said.

Creative Director: Ant Shannon
Writer: Ben Keenan
Art Director: Connor Beaver
Composer: Nick Fayer
Directors: Connor Beaver and Ben Keenan
Editor: Andrew Cherry
Producer: Jess Smith
Account Director: Penny Showers


Anonymous Anonymous said...


12:20 PM  
Anonymous Anonymous said...

As well as timing, I've always found humour to be important in comedy.

1:14 PM  
Anonymous Anonymous said...

Pretty disappointing for what should be one of the plum opportunities of your career. In the end it's little more than a generic line about comedy linked to some quirky yet uninspiring editing. There's no insight. There's no pay-off. It doesn't tell me anything I didn't already know about the Festival. Nowhere near the standard, for example, of the Y&R ad from a few years back that got into D&AD - there's a time and place for comedy.

1:34 PM  
Anonymous Anonymous said...

If you check out, a site for flash movies, you'll find the inspiration for this piece.

1:49 PM  
Anonymous Anonymous said...

Sheeeeeet... lots of disparaging comments from gutless, no-name critics. Sign your names nancy-boys (or girls). Go Beav and BK! What doesn't kill you makes you stronger.

The Ginge-Mafia

2:21 PM  
Blogger chris simon said...

Congratulations to Ant, Ben, Connor, Nick, Andrew, Jess and Penny. I absolutely adored it. The timing was brilliant. I reckon Nick F. should put out versions…On the dance floor. I reckon the automatic reflex is not just laughter…It makes you click, tap, dance, LAUGH, smile and really experience it. It’s awesome on good headphones. It should be podcast everywhere-on mobiles-on posters with infra-red ‘n bluetooth connectors. Data enabled so I can get my tickets for the Festival directly off the ad or by plugging my phone into it! The beat-editing is just perfect. Andrew Cherry must have been spinning! Grey Melbourne must be pumping! I can’t stop watching it! I was trying to give it top everything and perfect on your rating system…I’ll get there in the end! Again-Congratulations.
CHRIS SIMON -Bracket Boys.

7:52 PM  
Anonymous Anonymous said...

I spy a bunch of Grey staff in this ad.

8:16 PM  
Anonymous Anonymous said...

very disappointing. i was expecting something really cool.

i couldn't understand some of the choices in there. like the the woman who says "alright". why add in a word? and the guy who says "jeez".

and i agree - the casting is really boring - even I assumed there were agency folk and friends. what a perfect opportunity to cast some wierd people gone to waste.

4:12 PM  
Anonymous Anonymous said...

I like it, makes me smile

12:52 PM  

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