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My Favourite Xavier Mairesse Commercials

This is another in 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.

Xavier Mairesse

Belgium born Xavier Mairesse received a Masters Degree in Journalism from the University of Brussels, and worked as an editor, before before becoming an Assistant Director on major American film productions staring many prominent movie stars.

As a director of commercials, he used his extensive knowledge of the film industry, to craft a distinctive, cinematic storytelling expertise, that has garnered an illustrious 53 International awards.

1. Barilla Pasta, CAREbonara

Advertising Agency: Alkemy Enabling Evolution, Milan, Italy

Legend has it that ‘Carbonara’, the world’s most famous pasta dish, was a collaborative 1940’s venture by a young American soldier and an Italian Chef in Rome.

There are many stories about who had the original idea of combining American bacon, fresh eggs, Italian pasta, and grated Italian hard cheese. ‘CAREbonara’ is Barilla’s celebratory version of the events leading to the creation of the simple, universally loved pasta dish.

Filmmaker Xvavier Maitresse’s long-form narrative is masterly in its cinematic scope and breadth, attention to detail, atmospheric era portrayal, and for a Carbonara lover like myself, a delight to watch.

2. Hotpoint Active Washing Machines, Billie The Bear

Advertising Agency: JWT, London, UK

Hotpoint’s demonstration of their ‘Active Washing Machine’s’ capability of removing stains, has been brought to very watchable life by director Xavier Mairesse’s superb narrative-filmmaking skills.

The JWT ‘Billie The Bear’ mini-saga family scenario, very effectively communicates a persuasive and memorable Hotpoint brand proposition, by insightfully focusing on the emotional benefits of stain-free renewal for the whole family.

3. Amara Montenegro, Human Spirit

Advertising Agency: Armando Testa, Turin, Italy

(Amaro Montenegro is a spicy herbal liquor distilled in Bologna, Italy, since 1885 from a secret blend of 40 botanical ingredients that include vanilla, orange peel, and eucalyptus)

‘Human Spirit’, Amara Montenegro’s advertising campaign tribute to genuine friendship and camaraderie in the age of artificial intelligence, is an impactful analogy directed by filmmaker Xavier Mairesse.

The commercial soundtrack features the song “Human” by British singer-songwriter ‘Rag’n’Bone Man’ that very effectively underscores the inability of artificial intelligence, in whatever form, to experience heartfelt emotions.

And that is something to celebrate by raising a glass of Amara Montenegro to endearing friendship, and the endurance of the ‘human spirit’.

4. Jumbo Retail Toy Stores, The Magic Bell

Agency: Pollen, Digital Branding Studio, London, UK

Jumbo Bulgaria’s 220 festive season commercial, directed by filmmaker Xavier Mairesse, is a charming and amusing phantasy about a ‘Magic Bell’.

After a brutal pandemic year, Jumbo’s symbolic Christmas message is to wish everyone finds their own ‘magic bell’ to ring in a new year of uplifting renewal and optimistic progression.

5. Renault Captur, The Great Escape

Advertising Agency: Publicis Conseil, Paris, France

Filmmaker Xavier Mairesse’s entertaining escapade of a little fish is a marvel to behold.

The metaphorical ‘great escape’ from a fishbowl view of the world, to broader horizons in a SUV-crossover Renault Captur, is enjoyably accompanied by a soundtrack of ‘Sur La Planche’ (On The Surfboard) by French electro-rockers, La Femme.