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My Favourite Sune Sorensen Commercials

This is another addition to the globally popular ACES series, of featuring commercial film directors, that I admire for their dedicated craftsmanship in bringing creative concepts and storylines to filmic life that enthrall viewers, and motivate well-earned accolades from the Advertising Communications industry.

Sune Sorensen

Danish Born Sune Sorensen, award winning writer-director, one time Professor of Film Studies, and currently a resident of Los Angeles, is widely acclaimed for his natural affinity of character based storytelling.

He has won numerous Best Film, Best Script, and Best Director honours at Cannes, N.Y. Festival, London International Awards, Epica, One Club, D&AD, and Eurobest.

1. BMW, Brothers

Advertising Agency: Serviceplan, United Arab Emirates, Dubai

Directed by filmmaker Sune Sorensen, BMW’s ‘Brothers’ commercial for Ramadan, the month of giving and generosity, observed by 1.8 billion Muslims across the world, centres on a scenario about two estranged brothers.

Filmed in Lebanon over two days, the emotional story about family, forgiveness and coming together, features a deeply moving portrayal by the remarkable Lebanese actor, Elli Mitti.

Sune Sorensen’s selection of “Say Something”, by the singer-songwriter duo Chad King and Ian Axel of ‘A Great Big World’, was meticulously chosen.

He profoundly felt that the song’s emotional progression perfectly matched his envisioned enactment of the narrative.

2. McDonald’s, The Gift

Advertising Agency: Leo’s Thjnk Tank, Munich, Germany

‘The Gift’ involves a dramatic scenario that signals a bold McDonald’s departure from the usual standard fare of ’feel-good’ promoting stories that dominate brand campaigns during festive seasons.

Filmed in Budapest, the dark, unfolding parental nightmare, directed by filmmaker Sune Sorensen with great storytelling skill, ends with the impactful contrast of a heartwarming message; “The greatest gift of all is being there for each other.”

The featured soundtrack of “Auld Lang Syne”, was re-recorded by musician Eve Polycarpou, who plays the role of the ‘busker’ befriended by the compassionate young girl at the centre of the story.

3. DocMorris, Take Care

Advertising Agency: Jung von Matt/SAGA, Hamburg, Germany

( DocMorris is a mail-order Pharmacy headquartered in Heerlen, The Netherlands )

Directed by filmmaker Sune Sorensen, ‘Take Care’ is a superbly observed human story about a Grandad’s secretive exercising activities.

The reason for his mysterious behaviour is finally revealed in the heartfelt ending of the commercial that rapidly went viral after its television debut. In a matter of hours, more than 7 million online views and social media ‘shares’ were activated.

4. Volkswagen, Generations

Advertising Agency: Very Agency, Copenhagen, Denmark

The short-form storytelling ‘Generations’ commercial, written and directed by filmmaker Sune Sorensen, is about the emotional attachment many Danes have for Volkswagen as part of their family’s history and memories.

The scenario centres on a conflicted relationship between a father and son. It is only when they undertake a road trip together in a 1979 Volkswagen Beetle, that they begin to sort out their unresolved issues and misunderstandings of each other.

Sune Sorensen’s insightful, excellently written script, and depiction of a significant time in their lives, are portrayed with touching emotional depth by three of Denmark’s best acting talents.

5. McDonald’s, Ralphie

Advertising Agency: Leo’s Thjnk Tank, Munich, Germany

Directed by Sune Sorensen, the story about young lad Ralphie and his imaginary T-Rex friend, is compellingly charming.

Using an automated, dinosaur body suit, invented in China, the commercial is superbly produced and flawlessly filmic.

6. Ford Motorcraft, Paul

Advertising Agency: Mindshare, Copenhagen, Denmark

Ford owner Paul is one of Denmark’s ‘OCCOS’ addicts, the ‘Overly Cautious Car Owner Syndrome’.

Directed by filmmaker Sune Sorensen, Paul’s car sensitive affliction results in some amusing incidents, but for his family and people around him, they are no laughing matter.

Some important ‘rehab’ time at Motorcraft is required to prevent any further, vexatious disruptions, of Denmark’s intrinsic orderly society.