FIDORKA AND MISCHIEF
Milan Šteindler has directed several spots for the Fidorka brand. Despite the fact that, as usual, they were mainly based on exaggeration and humour, these were not among the most provocative and were accepted by the Czech audience - both laymen and professional - without protest, unlike other films from Šteindler's workshop. This series of spots was created in cooperation with the Havas Prague agency and appeared on television in 2008.
"Devious mischief" is the slogan that accompanied the series of ads for the sweet Fidorka. This spot is one of the first and portrays the humorous revenge of girls who were refused to come to a men-only party.
Due to the success of this series, other spots for Czech and Slovak television began to appear. This time, the ads show a group of young people by the water, making spontaneous jokes and enjoying their time together. Filming under the direction of director Milan Šteindler took place on the Proboštské Lakes and in Prague.
"YOU WON'T BE HERE ANYMORE..."
Milan Šteindler did not always keep a low profile, however, and he also liked to create commercials that were provocative and controversial for many audiences. A considerable amount of cynicism in his own style of humour was offered, for example, by the legendary advertisement "Mother-in-law" for Antiresin. The spot takes place in the garden of the family home, where Jaroslav is painting the fence. His mother-in-law, however, is not entirely satisfied with the result.
The black humour, bold for its time, has sparked controversy. Some were amused by the film and appreciated its breaking out of the stereotype of correctness, but the other camp showed a wave of discontent and accused the filmmakers of degrading the position of the elderly in society. This was eventually addressed by the Advertising Council, but in the end there was no withdrawal or penalty. However, the film did receive some kind of "award" - in 2007 the Czech Alzheimer's Society awarded it the Vážkomol anti-award for harming Czech seniors.
WITH HUMOUR, BUT SERIOUSLY
On the other hand, with his campaign for the skrz.cz portal, Milan Šteindler proved that he can make less provocative ads. The discount portal in the travel segment wanted to boost sales through television, but also to increase brand awareness. The campaigns completed the rebranding of the brand.
The strategy they chose was to use the slightly cringe-worthy name to the benefit of the advertising campaigns and thus boost memorability. The main message of the image is to present the portal's biggest competitive advantages, namely the convenience of buying and the possibility of choosing from thousands of traveling options. And it wouldn't be a typical Milan Šteindler if the spots didn't carry a traditional humorous tonality.
A LEGEND CALLED ČESKÁ SODA
The Česká soda (Czech Soda) series is certainly worth mentioning. This satirical programme, which was shown on Czech Television, became a cult classic that later appeared on cinema screens. This show is quite exceptional in its genre and breaks many taboos. It presents parodies of commercials, news and other formats from the Czech environment. It has caused controversy, but despite this, or perhaps because of it, it has become very popular. Some of the catchphrases literally became really popular and went viral across the country.
EXCESSIVE CORRECTNESS: THE KILLER OF GOOD HUMOUR
The actor, writer, director and presenter Milan Šteindler has become known to the Czech public and professionals in the field of production and directing for his inventive humour and the lightness he brings to advertising and his work in general. But also by his tendency to break out of stereotypes, break taboos and avoid at all costs the excessive correctness that society is increasingly gravitating towards - even in the world of television marketing. Some of his spots could not even be presented in the television media today. He himself does not like to shy away from burning issues and black humour and has always tried to be bold and original in his commercials.
