Hammering Home The Message

Monday, November 22 2010
Hammering Home The Message

Due out today (November 22), the Hammer & Tongs Collection is not your average Optimum Releasing title – for starters it’s a compilation of pop promos rather than one of the wealth of features the company has made its name on. But there is a method here, and to describe the Collection as merely a hastily put together release is to do it something of a disservice.

Hammer & Tongs are, of course, the group of pals who have made some of the most original and innovative pop promos of the past two decades, taking in such names as Blur (the one with the walking milk carton), Fatboy Slim (the one where man evolves), Vampire Weekend (that one that almost every promo and TV since seems to have ripped off) and Supergrass (the one where they’re kind of giant puppets). They’ve branched out into film work, with first The Hitchhiker’s Guide To The Galaxy and, more recently, Son Of Rambow. And it’s from that film that the relationship with Optimum has developed and the compilation has arrived.

Better still is the wonderful trailer put together for the release, by Adam Buxton, no less. Buxton himself features Hammer & Tongs’ work at his BUG event celebrating the best in pop promos at the BFI Southbank last week, further elements of the campaign include  a number of interviews scheduled to appear, including one on BBC 6 Music on the day of release, and a feature slated to run in the Guardian.

Optimum’s Nick Tay said: “In addition to their feature films Son of Rambow and The Hitchhiker’s Guide to the Galaxy, Hammer & Tongs (aka Nick Goldsmith and Garth Jennings) have created up a fantastic body of work  that includes some of the most iconic videos of recent times.

“Optimum Releasing has built a terrific working relationship with Nick and Garth over the years and we’re excited to be releasing this compilation of their greatest hits, exclusive short films and documentaries that will appeal to music and film fans alike.”

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