05.11.13 by Jeff

Sony’s 4K TV is Dumb.

Sony 4K Ad is an Epic Fail

Sony 4K Ad is an Epic Fail

Sony 4K Ad is an Epic Fail

I rarely do this but I have to rant a little bit about this ad. It’s actually less about this particular ad and more about the cycle of constantly “improving” technology and what’s being deemed creative these days.

Sony’s new ad spot for their new 4k television features 8 million flower petals floating over a small town, symbolizing their new 8 million pixel display. The formula is a very familiar one: Take a bunch of colourful things, throw them everywhere, film it all in slow motion.

The ad is meant to promote the fact that the new Sony televisions will have four times the detail of the current HD sets, but sadly we don’t have these televisions yet! So that means we’re all watching this 3840 x 2160 ad in 1080p, on Youtube, and the fullscreen images look terrrrible.

I realise they must have thought of this, but if it was an intentional decision for us to watch a pixelated ad, is it effective? Does it really make you want to buy a new 80″ television, or does it only expose how stupid this is? I mean, filmmakers must be cringing right now, imagining all their future clients demanding 4k, and dreading the hard drive purchases and encoding times that await them. Do we even want this?

This is a perfect example of how the rapid cycle of upgraded technologies is actually killing creativity. Instead of trying to do something amazing with the tools we have, we are always tossing something in the garbage and unwrapping something else. Then we use that new thing to re-make something we already made with the thing we threw away. Who needs new movies when you can watch the same super hero origin story every six months in higher definition!

This commercial is a completely uninspiring re-make of Sony’s own Bravia ad from 7 years ago, and it celebrates an advancement that only makes it harder (and more expensive) for people to create things. A truly revolutionary moment will be when Sony releases an 8k television, and it comes with a human-like robot designed to actually appreciate it.

Maybe I am just getting old. You can watch the ad (in all its pixelated glory) below.

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21.12.12 by Jeff

Monika Wyndham for Assembly New York

Monika Wyndham for Assembly New York
Love this little spot for Assembly New York, art directed by Monika Wyndham. Watch below!

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06.04.11 by Jeff

Forest Xylophone

“Forest Xylophone” a fun little Japanese cell phone ad in which a little wooden ball rolls down a xylophone producing Bach’s Cantata 147.

forest xylophone ntt docomo cell phone touch wood commercial

Watch the video below!

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02.12.10 by Jeff

Cheers System

I rarely post ad spots but this one for Shiro shochu is amazing! It features the song “Why Do You Let Me Stay Here?” by She & Him, and it’s a million times better than the actual music video for the song.

cheers system shiro shochu she & him music video why do you let me stay here

Watch the ad/music video below!

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26.03.09 by Jeff

Honda / Let it Shine

W+K’s Amsterdam office one-upped the Sheep LED ad spot with this one. There is no CG here! This was put together the good old fashion way, with laser sights, GPS, and a land surveyor! It’s a good thing all those cars are hybrids! Directed by Erik Van Wyk.

honda let it shine car headlights animation

youtube / quicktime

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20.03.09 by Jeff

Acura / “Wall Art” Ad Spot

Street artists, David Whittle and Henry St. Leger (Sainty) lend their illustrative talents to an astonishing animated spot for Acura, directed by Ben Foley and Chris Hopewell (Collison Films).

19.03.09 by Jeff

Extreme Sheep / LED Art

A great viral ad by Samsung. I am convinced parts of it are CGI (specifically the sheep walking and the Mona Lisa) but the idea and execution are great.

17.03.09 by Jeff

Love story told with projections!

This is incredible. Puma’s new ad showing how light their new L.I.F.T. shoe is (173 grams). If anyone can explain to me (in layman’s terms) how they did the projections, please proceed.

puma lift shoe light projection ad