Martin Werner turns back TINE

Tine – Properly

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Agency POL/Oslo
Production Company Bacon
Director Martin Werner

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Credits

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Agency POL/Oslo
Production Company Bacon
Director Martin Werner
Executive Producer Magne Lygner
Producer Oystein Dyb
Post Production/VFX Bacon
VFX Supervisor Ola Jacob Nestande
Color TMLS

Online Markus Tangre
Sound Designer Andreas Waag Martinsen

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Don't say it too loudly, but there is a heck of a lot of copycatting in the creative industries.

However, in his latest spot for TINE, Bacon director Martin Werner comes by his influences honestly; aping his own 10-year-old commercial for the brand in a new, inspired film.

Named Properly [like it's former version, below], the spot uses montage set to a poetic VO dealing with the trials and tribulations of everyday Norwegian folk. The twist: whilst the VO and ethos are the same, the images conjure an entirely different story, eschewing the farmlands of the former for the warzone of parenthood.

Ingenious in its concept (from Oslo agency POL) and gorgeous in its execution (DOP Daniel Voldheim creating beauty in a 4:3 frame), this is what it looks like when a smart idea is done properly.