§>   If the clip does not load correctly, watch it here.   <§  
Offering clever, creative, emotionally engaging stories instead of hard sell, the 2011 British Arrows winners are delightfully entertaining. These British-made adverts and PSAs for Television, Cinema and the Web are more like little movies, making their point with imagination, wit and visual brilliance.

From WVXU, 91.7 Public Radio: "As the journalist H.L. Mencken once said: 'No one ever went broke underestimating the taste of the American public.' These days, that's especially noticeable in the field of television commercials. Even if you only watch minimal amounts of the tube ... it's all pretty much a nightmare of hype and hyperbole. "The Brits, on the other hand, seem to have a sense of humor about the advertising game and tailor many of their ads with creativity and intelligence. Once again, Cincinnati World Cinema is bringing the 2011 winners, and some of the other entries, from the British Arrow Awards. These encompass visual ads from television, the Internet, and Cinemas. "Why, you may be asking, should you go out for an evening to watch an array of commercials? First and foremost, because some of these are so good they eclipse the entertainment value of a lot of television programs and movies these days. "A group from London does a rap about a product, but instead of being something urban and gritty, it's shot in farm country and is about the products from an organic dairy. There a promo for a group that educates children about where their food comes from. Not only is it one of the funniest things on film in ages, but also you'll no doubt be amazed when you discover the origins of broccoli. "The winner of the best commercial of the year is a wonder to behold. It's a tuneful, toe-tapping musical extravaganza that's longer than the usual 60 seconds ... is completely exhilarating, and, as with many ads in Britain, you'll never guess what the product is. And maybe that's the point. The sponsor may be more memorable to consumers if the ad is fun, intelligent and creative. "Once again, this program is a fun time at the movies, but wait ... there's more: This year, AdClub Cincinnati is joining in to present an exhibit of award-winning locally made commercials as an adjunct to the program. This will give you an opportunity to find out that local quality means high quality in advertising. And if that isn't enough, there will be a social hour and cash bar before the screenings, so come early. It's quite an event."     ~ Larry Thomas, film critic, Cincinnati Public Radio Read the entire review

Why do thousands of people turn out to see the BTAA program when it screens in New York, Los Angeles and a handful of other cities? "It's got something for everyone," says Dean Otto, assistant curator for film and video at the Walker Art Center in Minneapolis, where last year 20,000 patrons regularly attend more than 50 sold-out screenings. "People are interested because of its variety."
 
When describing the BTAA program's inaugural run at the Detroit Film Theatre, director Elliott Wilhelm said it best: "... in England, TV commercials have long been treated with respect, probably because so many of them treat their viewers with respect. In fact for decades, the BTAA have been among the most prestigious prizes British filmmakers vie for. Established directors, such as Ridley Scott and Alan Parker cut their teeth by selling products with imagination, wit and visual brilliance."
 
Through our annual Oscar Shorts, ShortsFest and LunaFest programs over the years, Cincinnati World Cinema audiences have come to know and enjoy short films. They especially appreciate the variety and quality content, which are also key elements of the British Arrows program, along with of course, an ample dose of unqiuely British humor.