How Did They Zooby Doo That?

Last year JWT London was behind a Ribena commercial which brought us the Zooby Doo song. An infectious earworm which, whether you like it or not, you'll not be able to get out of your brain.

JWT's Miles Bingham was the writer behind the commercial and has now directed a music video which sees the Zooby Doo song released into the wider world. Bingham has dual roles as both a director (he's given a few weeks off each year to work with Academy Films on directing projects) and a creative.

Below, he explains how Sony Music wanted to make the Zooby Doo song a chart hit, and how he approached the video.

Why did you decide to create a music video for the Zooby Doo song?

The success of the Ribena campaign and the Zooby Doo track caught the eye of Sony Music and they got involved in the project. They wanted to make Zooby Doo a hit and all chart-topping hits need a killer video. 

What was the inspiration for this music video?

Zooby Doo is a seriously infectious tune so I came up with the idea of a Zooby Doo outbreak in a hospital. I’d watched a few zombie films for inspiration but I wanted to incorporate an “internetty” visual style to the film. I love all the weird nonsense you find on the internet so chucked a big helping of that into the video.  

What were the challenges in creating a brand new idea for the track considering you’ve already worked on it for Ribena?

I was mindful to keep the spirit and visual humour of the commercial in the video whilst taking it into a different area and I think they feel like they are from the same stable as it were. 

The doctor’s facial expression is just priceless. How important was casting for the video?

Yeah, casting was important, I wanted them to feel authentically 'NHS' whilst ticking the comedy box. I think both actors did an amazing job. The female doctor is brilliant. She reminded me of Shelly Duvall in The Shining.

What was your thinking behind using animation and puppets in the spot? 

The plan was to inject visual humour into the video. For me, each head is an individual little joke. I wanted the video to keep building and surprising the audience. I hope that comes across. 

It sounds like you’re living the dream, getting a few weeks off to pursue directing projects on the side. How do you feel they contribute to your work at the agency and what other projects have you got lined up?

I guess I am. I’m lucky JWT have been supportive of my directing projects. Also the people down at Academy have been brilliant.  

I think directing really helps you as a creative. It forces you to think in different ways. It’s easy to get stuck in a groove when all you’re thinking about is adverts. It’s good for ones creative health to work in a variety of disciplines. It works both ways too, being a creative helps me as a director. It means I have a good understanding of concepts and storytelling and how to bring ideas to life. 

Projects-wise I’m shooting an online satirical comedy with my mate Liz Kessler down at Academy. And I’ve just finished a short film for a charity that should be out in a few weeks. So I’m keeping myself busy.

What is it about directing that appeals to you most vs being a creative?

I absolutely love making stuff. I used to film skateboard videos back in Leicester when I was a teenager and I’ve had the bug ever since.

I love the whole process from writing, storyboarding, location scouting, the shoot, editing and post. It’s ace.

I guess when you direct a music video you get to do the whole shebang. Working as a creative you hand over the reigns to a director when it gets to the shoot stage. But hopefully I’ll get to direct more of the commercials I write as a creative as time goes on. As long as my creative partner doesn’t mind. Hint hint.