Romanticism

Romanticism came about in the late 18th century in Europe as a revolt against aristocratic social and political norms as well as the industrial revolution.

It played on people's imagination and emotion, trying to escape the confines of the ever growing industrial, scientific world. The world of nature worked well with picturesque qualities as the aesthetic experience was what romanticism was aiming for.

I find Tony Kaye an absolute genius, because he used the advertising industry to his advantage. He learnt how to communicate to people effectively and learnt what would make them tick through emotional, unique and visually powerful advertising. This was all with the intention to become an 'artist' - and he has succeeded in many areas, even in the film industry, directing American Histroy X. Kaye is brilliant at making the viewer feel uneasy by showing an area that is unknown or threatening, whilst still being a true romantic and bringing a postivie reaction from the emotion involved.

He has also plays with sublimity in his work. For example the advert he created for Volvo where the car drives around a tornado demonstrates a natural force destroying everything in its path, except the volvo. It was filmed inside the car to demonstrate reliability, safety, comfort, quality. This was a new angle that had not been seen before and it had not been displayed in this sense. The reason it works is because is places the consumer inside the actual product and gtives them the feeling of being a safe, looked after owner of a Volvo.

Volvo: Twister

Agency: Abbott Mead Vickers BBDO

Director: Tony Kaye

Production: Tony K

Post Production: The Mill

Brand: Volvo