Come Fly With Me
I’ve always been curious to see some of Richard Lester’s TV ads. There were the caroselli, short visual comedies with a product tagged on the end, made to be shown once on Italian TV and then destroyed. I know there’s no chance of seeing those. But the frustration was that, since ads don’t have credit sequences, I was undoubtedly seeing his work without knowing it. Occasionally I might recognize a composition or an approach to gags and think “This COULD be Lester,” but I could never be sure.
I found this one by researching the boss of the company Lester worked for — an article published at the time of his retirement, and made available online, listed some of his most acclaimed productions, naming the directors, and lo and behold this one was on YouTube.
A utopian vision of air travel. The film isn’t actually that inaccurate about what’s technologically possible — in other words, the film could all have come true. But instead of trying to make air travel attractive to the rich, the airlines have concentrated on making it affordable to the moderately well-off. This has led to a policy of treating their customers really badly, which has combined handily with the threat of terrorism to create an environment in which all travelers are treated as if they’re being admitted to prison. I guess for those in first class and its euphemistic variants, flight is still a little more like the Braniff dream vision, but it’s dragged closer to reality by the fact that anybody not in the Lear jet class still has to use the same aeroplanes as us plebs.
The ad has a strong resemblance to 2001: A SPACE ODYSSEY, and the world of advertising probably did move fast enough for Lester and co to have a commercial knock-off onscreen the same year Kubrick’s film opened. But I guess it could also be coincidence — the 60s approach to sci-fi costuming existed outside of 2001, though that was the only place where it didn’t look kitsch. We do know Lester admired 2001, since one of the Making Of books includes a congratulatory telegram he sent to the hermit of Abbots Mead: “YOU’VE GIVEN US ALL SOMETHING TO AIM FOR.” He doesn’t quite say he’s already aiming for the two-minute version.
If anyone else has any leads for tracing Lester’s commercial work, I’m all ears!