Jonnie Malachi Delivers Unique Comedy in Etihad Airways Spots for Mullen Lowe
Last year Mullen Lowe worked with Jonnie Malachi on a series of films for Etihad Airways.
The brief for Jonnie was to bring his unique style of comedy, fun and colour to the films to highlight the speed you can get to the USA by using pre-clearance, only available at Abu Dhabi airport. But then the brief got challenging: Shooting the bulk of 4x 40 sec commercials in two days, with a third day shooting inside Abu Dhabi Airport. Airside. Throwing into the mix seven children, a set of twins and four languages... it was right up our street.
The logistics of shooting airside in Abu Dhabi airport meant complications with the equipment that could be used and months of paperwork. But what Jonnie made out of all of this are four incredibly fun films, which not only feel culturally different from market to market, but also have a style that runs through them that feels like they're cut from the same cloth.
And the hits themselves are speaking volumes: 'Messy Room' alone got 1.4million views on the internet on its first day.
Client: Etihad Airways
Agency: Mullen Lowe
Production Company: Fresh Film
Director: Jonnie Malachi
Producer: Richard Carter Hounslow
DoP: Matej Kriznik
Category: Airlines , Travel
Genre: Comedy , Dialogue , People