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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19.12.08 by Jeff

Honda / Civic Musical Road

Honda has created a musical road to promote the Civic! The William Tell Overture plays as you drive over grooves cut into a road in Lancaster California. Take a look at the behind the scenes footage to fully appreciate what they’ve done.

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18.12.08 by Jeff

ROCA Estudio

I like this series of ads by ROCA Estudio. Maybe not the shark one so much but this first one especially – love the expressions on their faces (the bear too).

roca estudio advertising design Read More

24.11.08 by Jeff

A52 / Acura

I guess this is ad week – A52 created this stunning ad for Acura. View the high quality version of the ad here. (quicktime)

acura a52 motion graphics advertising booooooom Read More

24.11.08 by Jeff

TimeSculpture

Brilliant new ad for Toshiba by The Mill. How did they do this? I am still trying to wrap my head around this one. It looks like multiple passes with a bullet-time camera setup.

*EDIT – Video removed due to copyright infringement.

22.07.08 by Jeff

David Elsewhere

Several months ago I thought maybe the internet had seen the last of David Elsewhere (I hoped this wasn’t true). Well the fine folks over at Poke have just released a bunch of promo videos for the new Motorola Rokr E8 phone. Each viral video showcases one feature of the phone and Elsewhere is in all of them!

Modeshifting

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03.07.08 by Jeff

Adidas goes green?

Vikesh over at 30gms spotted this little billboard ad for Adidas in London.

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