Because Wouters was unavailable for the Fiat commercial, the two nearly identical films have different directors. However, the basic idea and concept originated exclusively with Roel Wouters. London advertising agency Krow Communications, which handles the Fiat Classic account, sees its commercial as a kind of “tribute” to Wouters’ zZz video: the same fixed camera angle, almost identical performers and choreography, the same colours, and even the same song.
But there are differences as well: Fiat uses Wouters’ idea for commercial purposes and departs from the original concept with the computer animation of the jumping car. In the zZz video, Wouters’ specific aim was to simulate digital video effects using analogue means: signs bear words such as “rotate” or “pulse,” the trampoline and the performers’ jumps simulate movement that would otherwise be animated, a “loading bar” is painted onto the floor by hand, and the colourful wheel that appears when a Mac encounters problems is represented by a multicoloured umbrella.
Another achievement of the original: Wouters recorded the zZz video as a single take in front of a live audience during the opening of an exhibition at the Stedelijk Museum. In Germany, Roel Wouters is represented by Cologne production company VISION UNLTD. CREATIVE WORX.
Managing director Ercin Filizli is proud to have the Dutch director on his roster: “Roel is one of our most creative minds. I cannot understand why agencies only take notice of him through a copy, even though we have repeatedly pointed out his potential. If agencies in this country are too afraid to leave their well-trodden creative paths, they should at least stop complaining that there is a lack of innovative young talent. But they finally seem to be getting the message.”
Indeed, after Fiat’s adaptation of his concept, Roel Wouters is finally receiving the international commissions he has long deserved.
Further Links:
- Roel Wouters showreel (including zZz: “Grip”):
Fiat Grande Punto commercial: