Jonathan Kitchen

Jonathan Kitchen - Photographer
Below is an example of one of his commercial projects.


Client: TFL
Agency: M&C Saatchi
I particulary like how obvious the picture is...its obviously London with the key landmarks such as the london eye; and its also obviously bicycle parts too. The idea has come together well making again an obvious statement which links to the conclusive copy at the top. This kind of ad may not be immediatley eye catching but I think its quite witty in the way its made and for that people will absorb it's message.

Kitchen also produced some more casual photographic work, below is an example which I find inspirational from his personal collection.


The above photo has a sense of realistic charm, but posed at the same time; 'strikingly ordinary' one may say.

A Personal Favourite

I was trying to think of one of my favourite TV adverts, and one that instantly sprung to mind is the AA "You've got a friend" ad.

It has a powerful, lasting impact on the viewers, creating a personal effect on the audiece as if the AA man is singing directly to them. The use of the song itself works extremely well too especially as it builds up momentum as it goes along creating an uplifting feeling within the viewers, presenting the AA workers as almost heroic!
The music lyrics produce a key base in relation to the storyline of the advert.
The way they've involved a whole team of AA workers(in yellow coats) symbolises their work ethics well, and the use of one main guy (Black Guy) to start and finish the singing gives it some unity.
The ad is very memorable which I reckon is down mainly to the catchy song; overall a very well developed/constructed TV ad which people don't mind watching again and again.

I also managed to find an older AA tv ad from 1977, it also uses catchy music as a key theme in its production. They're both emotional touching, dont you think?