Nomis “Damn Boots” TV Commercial – Cannes Lions 2008 Gold Winner

Credits:

Agency: Johannes Leonardo
Creative Director: Johannes Leonardo
Art Director: Johannes Leonardo
Copywriter: Johannes Leonardo
Agency Producer: Matthew Mattingly
Production Company: Nexus
Director: Woof Wan-Bau
Executive Producer: Chris O?Reilly,
Charlotte Bavasso
Producer: Isobel Conroy
Director of Photography: Philipp Blaubach
VFX Company: Framestore, London
Post Production: The Mill
Music/Sound Design: Amber Music
Composer: Will Bates,
Phil Mossman
Executive Creative Director (Music): Michelle Curran

Damn good, damn boots. In a Jerry Maguire fashion, this ad deserves the gold medal award it got. The message is direct yet subtle, probably owing it to the infectious groove of the music and the wonderful lyrics. The symbolical method and approach is artistic and funny yet effective in conveying the good message.

It is seldom for a 2 minutes 17 seconds commercial to impart issues that are relevant and sound, but this one gets away with a ‘preachy’ type of message and effectively shoving it to the audience’s throat without being choked to death. Whoa, that’s a feat. There should be more like these in the air today.

Here’s the jingle lyrics

The performance is connected to the trophies.
And the trophies connected to attention.
The attention is connected to the sponsorship.
And the sponsorship connected to endorsements.
The endorsements connected to the logo.
And the logos connected to the boots.
And the boot is connected to the friction.
And the friction connected to the blister.
And the blister connected to the ouch!

Damn boots, damn boots
I hate these boots
Damn boots, damn boots
I damn these boots
Damn boots, damn boots
I lost a pair of them
Damn boots, damn boots
Damn boots, damn boots
I hate these boots
Damn boots, damn boots
I wish I did not get them.
Oh damn these boots
Damn boots, damn boots

And ouch is connected to the limping.
And the limping connected to the injury.
The injury needs a diagnosis
and that will lead to an operation.
Operation is connected to recovery.
Recovery connected to time off.
And time off connected to anxiety.
And that is connected to the confidence.

Damn boots, damn boots
I hate these boots
Damn boots, damn boots
Damn these boots
Damn boots, damn boots
Get ’em off my feet.

The confidence is connected to the mistakes.
Mistakes are connected to the goals.
The goals are connected to losing.
And the losing is connected to the contract.
One contract is connected to another contract.
And those are connected to the millions.
And the millions are connected to the mortgage.
And the mortgage is connected to the house.
And with the house, of course, come all the fast cars.
And all are those connected to the dream.

Damn boots, damn boots
I hate these boots
Damn boots, damn boots
Damn these boots
Damn boots, damn boots
I should have worn these other ones.
Get ’em out of my sight.
I never wanna see them again. That’s it!

(Well, I am not sure what was said on the last 3 seconds….but at least they have not forgotten to show their brand before the commercial ended.)

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