Telecom Italia - Quiet

What this video is

Released in September 2000, 'Quiet' represents the apex of late-1990s auteur advertising in Europe — a moment when luxury and telecom brands were commissioning genuine art-film directors to produce prestige spots that functioned as cultural statements rather than sales pitches. The campaign of which this was the final installment featured directors including Spike Lee, Woody Allen, and Ridley Scott. Cunningham's…

Why it matters

A landmark of turn-of-the-millennium prestige advertising, 'Quiet' exemplifies the brief but influential era when European brands treated television spots as short film commissions. Cunningham's pastoral, near-silent treatment — scored with exclusive IDM material — stands in stark contrast to the…

The director

English film director and video artist born in Reading, Berkshire in 1970. Made his directorial debut in 1997 with Aphex Twin's 'Come to Daddy.' Directed landmark videos for Björk ('All Is Full of Love') and Aphex Twin ('Windowlicker'). Worked extensively in…