On My Radar: Jim Jenkins

O Positive Films director Jim Jenkins' latest commercial on shots sees Hollywood hardman Danny Trejo appear like never before as Marcia Brady from The Brady Bunch [see below].

The ad, created through BBDO New York for Snickers, marked the brand's return to the Super Bowl after a four-year hiatus and the campaign - which also saw Steve Buscemi make an appearance - was hailed as one of the standout spots to air at this year's Big Game.

Jenkins is no stranger to directing comedic performance in advertising. His work has seen him take charge of amusing scripts for brands such as Land Rover, Hyundai, FedEx and Volkswagen in the last couple of years, but what about the man behind the cam? Below, he speaks to shots about some of the things he likes, loathes and how the internet has affected the industry since he started working in it.

What’s the best ad campaign you’ve seen recently?

Old Spice Momsong. I know it was last year, but I loved it.

What website(s) do you use most regularly and why?

I’m fairly pedestrian when it comes to the sites I frequent: NY Times, IMDb, Eel slap!.

What’s the most recent piece of tech that you’ve bought and why?

I recently bought four Tentsile tents, one for myself, and for each of my partners. Such smart design. I know they’re not exactly what you were asking for, but they’re certainly more interesting than the last piece of tech I bought, which was an iPhone 5 charger from an Exxon station outside of New Orleans.

Facebook, Instagram or Twitter?

Can I say none of the above? I’m trying to be less addicted to technology, not more so.

What’s your favourite app on your phone and why?

Moment. It’s an app on your phone that tells you to stop looking at your phone.

What’s your favourite TV show and why?

For the Snickers spot that aired on the Super Bowl I ended up going through almost every episode of The Brady Bunch, so I would have to say my favourite TV show is anything that is not The Brady Bunch.

What film do you think everyone should have seen?

Paths of Glory. Unless by “everyone” you also include my three-year old son, in which case I would say Kung Fu Panda.

What’s the most significant change you’ve witnessed in the industry since you started working in it?

The immediacy of the internet has helped in many ways, but it has also set up certain expectations that can sometimes run against the realities of production. These expectations extend to post production as well, which is why I think there’s less and less time to massage an edit.

If there was one thing you could change about the advertising industry, what would it be?

The best directors and creatives I know all share a love for good ads, as well as a sort of unspoken obligation to support the business by doing original, interesting work. I wish every person who has any power in the process – account people, clients, cost consultants – felt that same obligation.

What or who has most influenced your career and why?

Chris Franklin of Big Sky Editorial. He taught me how to shoot with the edit in mind. And no one was more supportive of my directing career early on than Bryan Buckley.

Tell us one thing about yourself that most people won’t know…

 I totalled my first car when I was 14. But on the bright side, it was an Oldsmobile.