• To start off, here’s the project brief (Open in a new tab/window to see it larger):

Here’re the details for the research & brand values which I’ve been given by the tutors:


WD-40 Brand Values

  • Straight talking
  • Easy to use
  • Reliable
  • Trusted friend
  • Problem solver
  • Versatile
  • Not funny
  • Not sexy
  • Family brand
Who we are (core demographic):
  • Practical
  • Hands on
  • Masculine
  • Some rough edges
  • No nonsense
  • Core DIY Doer Profile: Male, 45-64
  • Trade User Profile: Male, 25-44
  • Apprentice: 16-25 year olds
  • MRO
MRO = Maintenance and Repair Organization(s)

Core uses 2012 & promotional uses:

  • Cleaning
  • Cycling
  • Smart Straw (WD-40 Multi-Use Product)

They seemed very keen to promote awareness of this ‘smart straw’, because before they had a straw which was just stuck on the side of the can which would usually end up being lost, broken, or not fitting properly. So now, they have a straw which is actually connected to the nozzle so it won’t get lost and always fits, and it can fold down so you can use the regular spray.

  • Promote WD-40 Specialist brand to trade users

Blue can is the leading product, promoting specialist cans is secondary.

  • Lubricating: hinges, locks & bolts
  • Lubricating: lawnmowers, hedge trimmers, secateurs
  • Lubricating tools in the home
  • Cleaning kitchen appliances

Tone of Voice

  • Straight talking
  • Authoritative
  • Trusted
  • Uncomplicated
  • Friendly

They want to be authoritative, but don’t want them to be seen as taking themselves too seriously


  • Art in Motion: Animation Aesthetics, Maureen Furniss, John Libbey
  • The Animation Bible, Maureen Furniss, Laurence King
  • A Reader in Animation Studies, Edited by Jayne Pilling, John Libbey
  • Understanding Animation, Paul Wells, Routledge
  • Secrets of Oscar Winning Animation, Olivier Cotte, Focal Press
  • Experimental Animation: Origins of a New Art, Robert Russel & Cecile Starr, Da Capo
  • Re-­Imagining Animation, Paul Wells & Johnny Hardstaff, AVA Academia
  • Cartoon modern: Style and Design in Fifties Animation, Amid Amidi, Chronicle Books
  • The Cinema of Jan Svankmajer: Dark Alchemy, Peter Hames, Wallflower Press


Image Source

Snack & Drink (by Tommy Pallotta)http://vimeo.com/38360045

Image Source

A Is For Autism (by Tim Webb) http://www.youtube.com/watch?v=cPR2H4Zd8bI

Source Image

1973 “boy on a bike” Hovis Ad (by Ridley Scott)http://www.youtube.com/watch?v=9dfAk3hxrSM

Image Source

“Go On Lad” Hovis Ad 2008http://www.youtube.com/watch?v=_quJLEnRbX8

Frankly, a rather unsettling advert. Very patriotic, and bordering on nationalist, showing historic events of Britain (although it seems to ignore Wales, Scotland and Northern Island in favour of focusing on England) and showing how stubborn we British can be when standing up for what’s right (Suffragette movement, WWII, Miners strike etc.). While I like the idea of showing more history and making interesting adverts, this feels very similar to propaganda/brainwashing, and it irritates me that they’ve only focused on England, as if the rest of Britain doesn’t matter.

Regardless, if we simply focus on its ability to show the history of the 20th Century of England in just 2 minutes, it manages to cover a few of the more notable/important events mostly without words, while not overwhelming you in lots of history or too much imagery. It also give you some of the feeling of what it was like to live in those times.

Useful Website: Keepvidhttp://keepvid.com/



Image Source 

When the Day Breaks’ by Wendy Tilby & Amanda Forbis  http://www.youtube.com/watch?v=IuUwDuV8GNY

Image Source

‘The Battleship Potemkin’ by Sergei Eisenstein http://www.youtube.com/watch?v=0Cl4cK1a0Ww&list=HL1352207858&feature=mh_lolz

REFERENCES:Furniss, M. (2008) The Animation Bible, London: Laurence King Publishing Ltd.

Write response and thoughts to chapter re montage sequence above – images sourced from YouTube:

  • How does the sequence work – convey lots of abstract things about both character’s lives, visual metaphors intercut with animated action

The broken objects, the shocked faces of the crowd, a wrapped up body carried by paramedics, the sad Policeman who’s probably seen this far too many times before, the lone hat and the dent in the car all convey the message that there’s been a car crash, and it was fatal to the chicken.

The heart, cells, bones and blood vessels indicate that his body is being looked at, probably dissected, or that he is no longer a person, just a collection of objects which used to make that person.

The photos and the postcard show his life, history, relationships, how he thought of himself and how others thought of him. The egg reminds you of his birth, which re-inforces the images of him as a child to show you that he had an entire life, and now in the blink of an eye, it’s gone.

The emotion of the pig reflects this realisation, but then life just goes on as we see with an uncaring pigeon, dogs chasing the ambulance and also stealing the fish left on the floor.

  • Why use this method – cut back on animation, make message more subjective

Takes less time than traditional animation, conveys more of an impact than words or characters reactions might suggest. More thought provoking than seeing the body or the crash itself, as rather than focus on his injuries, it focuses on the life he’s left behind which gives more of an impression of loss and vulnerability than a lifeless body ever could.

  • What techniques do I like – painting over real images

Mostly, I like the characterisation and focus on objects. The electricity that connects everyone, the lemon and the drain as a visual metaphor for dying etc. I found this refreshing and interesting that there was more of a focus on these rather than the characters themselves, which served to make the people more interesting too, as you see less of them, but more of what they do and who they are.

Painting over images is definitely a good technique and this does it with great style. Also, because it’s done with so many frames, the images are almost always wobbling/shifting because no two frames are painted the same, which gives the feeling that nothings ever still, the lights and people are always moving.

  • How can I appropriate some of these ideas – reportage & montage of facts and association of events

Focus more on objects rather than people occasionally, give them some character/meaning.

  • Look at Eisenstein – talk about techniques he established

Eisenstein used all sorts of montages, experimenting with them in various ways and creating theories as to how they worked. He did not invent video montage, but he did help establish it and expand on its uses.

The “Odessa steps” sequence in Potemkin is a clear example of [rhythmic montage]. In this the rhythmic drum of the soldiers’ feet as they descend the steps violates all metrical demands. Unsynchronized with the beat of the cutting, this drumming comes in off-beat each time, and the shot itself is entirely different in its solution with each of these appearances. The final pull of tension is supplied by the transfer from the rhythm of the descending feet to another rhythm-a new kind of downward movement-the next intensity level of the same activity-the baby-carriage rolling down the steps. The carriage functions as a directly progressing accelerator of the advancing feet. The stepping descent passes into a rolling descent.

Source (includes more information about Eisenstein’s various uses and experimentations with montage)


Rocket Chemical Company (Sources WD-­40 website & Wikipedia)

  • Producers of WD40, was established in 1953and based in San Diego.
  • WD-40 Multi-Use Product was the first formulated after 40 attempts to get it right.
  • Convair, an aerospace contractor, first used WD-40 to protect the outer skin of the Atlas Missile from rust and corrosion.
  • A few years following WD-­‐40’s first industrial use, Rocket Chemical Company founder Norm Larsen experimented with putting WD-40 into aerosol cans, reasoning that consumers might find a use for the product at home as some of the employees had. The product made its first appearance on store shelves in San Diego in 1958.


  • is a family of United States space launch vehicles. The original Atlas missile was designed in the late 1950s and produced by the Convair Division of General Dynamics, to be used as an intercontinental ballistic missile (ICBM).
  • The missiles saw only brief ICBM service, and the last squadron was taken off operational alert in 1965. From 1962 to 1963, Atlas boosters launched the first four American astronauts to orbit the Earth.
  • More than 300 Atlas launches have been conducted from Cape Canaveral Air Force Station in Florida and 285 from Vandenberg Air Force Base in California.

Project SCORE

  • (Signal Communications by Orbiting Relay Equipment) was the world’s first communications satellite. Launched aboard an Atlas rocket on December 18,958, SCORE provided a first test of a communications relay system in space, as well as the first successful use of the Atlas as a launch vehicle. It captured world attention by broadcasting a Christmas message via short wave frequency from U.S. President Dwight D. Eisenhower through an on-­board tape recorder

The 1958 Tour De France

  • Favero had tangled with Charly Gaul in the 1958 Tour de France, a memorable race for the epic stage win by Gaul through the Alps that broke his challengers. Favero, though, was initially in the service of the Italian team leader, Gastone Nencini, even though they were on different trade teams back in Italy.
  • Changes from the 1957 Tour
  • For the first time 1958, the first mountain climbs were broadcast live on television
  • Differences from the 1958 Tour de France – For the first time 1959, helicopters were used for the television coverage

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