BRW USA’s Eli Sverdlov Speeds Up Hair Trends For Pelephone

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BRW USA, Los Angeles director Eli Sverdlov makes hair-raising speeds fashionable in this whimsical new :50 “Speed is in Fashion” for Israeli telecommunications company Pelephone out of Adler Homsky & Vershavsky GREY, Israel. The spot features a dowdy barber who is transformed into a dapper trendsetter when his convertible car-inspired hairstyle catches on as the hottest trend, with all of the local fashionistas sporting the air-altered ‘do.

“Speed is in Fashion” opens on a colorful town square, where a crowd has gathered to welcome the winner of a car race. We cut to a simple barber, trimming a client’s hair as he watches a black and white film on a nearby television set. Inspired by the windblown hair of the character driving a convertible racecar, he quickly sees an opportunity to make this hairdo a reality. As he removes the cover from a ceiling vent, we see his inspiration realized when we cut to the same barbershop re-vamped into a colorful salon with trendy female clients. The newly spirited barber catapults the women from their chairs up through the ceiling vents and into a series of intricately twisted tubes, eventually landing them outside where we see their hair has been transformed into a finely-coiffed horizontal bouffant. We cut to shots of the town’s women relishing in their new racer-inspired ‘dos, passing by engaged in their daily activities and thanking the genius barber behind the fad. As the satisfied barber surveys his handiwork, we cut to the super, “Speed is in fashion.” We then see a woman and her daughter walking through town, both sporting the motion-inspired style, waving a ‘thank you’ to the barber. The spot closes on the Pelephone logo.



About BRW USA, BRW FILMLAND AND INDEPENDENT

BRW USA is a creative content production company founded by Andrew Traines, Gianfilippo Pedrotti, Michele Nocchi and Marco Bussinello. The L.A.-based shop is home to a team of seasoned producers and A-list directing, design, VFX and interactive talent. The diverse collective offers integrated creative solutions for agencies, brands and the entertainment industry. With its sister companies Independent, London and BRW FILMLAND Milano, BRW USA has a reach that extends to Europe, South America and beyond. BRW USA is able to employ top talent from around the world to ensure the finest work at the most cost-effective price.

Established in 1974 as BRW & Partners, BRW was the first commercial production company in Italy to work with only the best American and British directors, and quickly became one of the most award-winning production houses in Europe. Currently run by Marco Bussinello, the company changed its name in 2009 giving birth to BRW FILMLAND.

INDEPENDENT (LONDON), headed by Jani Guest, is recognized as one of the UK’s top production companies with a wide array of top-tier talent in both live action and animation.

Credits:

Client: Pelephone
Title: “Speed is in Fashion” :50
Agency: Adler Homsky & Vershavsky GREY, Israel
Production Company: Rabel, Israel
Director: Eli Sverdlov
DP: Manu Kadosh
Post Production: Gravity
Executive Producer: Amit Dekel [less]

BRW USA, Los Angeles director Eli Sverdlov makes hair-raising speeds fashionable in this whimsical new :50 “Speed is in Fashion” for Israeli telecommunications company Pelephone out of Adler Homsk [more]