Maëva Berthelot Dances Around an Empty London in This Striking Ad for Bose Maëva Berthelot Dances Around an Empty London in Ad for Bose
Lost in her own world of sound
By Gabriel Beltrone | October 13, 2016
A lone dancer, Maëva Berthelot, gorgeously freestyles her way through London's empty streets. The sun is out, and the scene is bright—not quite desolate—as she twists and weaves across plazas, around street corners, and through the Tube, all devoid of life.
"Alchemy," a 2014 electro R&B track from TĀLĀ (since signed to Columbia), plays in the background, and seems to more than make up for the absence of other humans.
And it all leads up to a product pitch for Bose headphones in this new ad from Grey London. Yes, in the final seconds of the striking minute-long spot, the view cuts to a product shot, then back to the full scene, where it turns out the city is in fact bustling. She just can't hear them; so they might as well not be there.
"We never quite believed we would actually be able to lock down central London in such heavily populated and high security areas," Grey London executive creative director Dominic Goldman tells AdFreak. "We used a helicopter for the ariel shots, which had understandably strict airspace rules. We held back traffic and people for a few minutes each take. This wasn't easy to produce. Most of this was captured in camera with minimal clean-up in post.