Hasta La Creative!

The press release for this wonderfully created and produced work, by McCann and Psyop, for Toshiba tells us “it will leave you asking for an encore.” Well, perhaps, but not necessarily for the Toshiba Encore which the work promotes.

After watching this “experience” — in which fractal zoom is employed to place viewers in the the middle of the action using using 3D cameras, symbolic elements and matte painting environments that add depth and dimension to the shots — you are left with the feeling that technology has let you down. Because, really, does any device give you the glorious experience depicted in this work?

Sadly, here, the formula is backwards. Instead of under promising and over delivering, the work over promises on something that can’t possibly deliver on the promise. Yea, yea, yea. We get that the whole thing is a metaphor. But metaphors affect emotion and emotion most certainly comes into play when making a purchase.

And if we can’t have this McCann/Psyop-created experience when we use out tablet then we don’t want a tablet at all. Then again, that’s just us.

Pensée par l’agence Lowe Singapour pour la marque de lessive Omo, « Dirt is Good » est la dernière campagne vantant le plaisir de se salir. Cette série présente l’imagination des enfants par des sculptures de sable d’une beauté époustouflante réalisées par Jooheng Tan. Le making-of est disponible dans la suite.

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SureMen has launched a football (soccer) sweepstake promotion, SureMen Last 8 Sweepstake, which offers football fans the chance to win cash if their chosen team reaches the World Cup finals in South Africa.
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Man versus animal. It’s an age-old battle. And man usually wins.
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If you appreciate the skill of digitally removing stunt gear, you’ll love this new Lipton Yellow Label commercial from DDB Paris and Biscuit Filmworks.
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Highlighting the simplicity of its CRM software in comparison to Salesforce, Bantam Live remade an Apple versus Microsoft commercial from the eighties
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Unless one was there, one can’t really imagine what life was like in South Africa during Apartheid.
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While this looks totally unreal, this guy can, apparently, turn water-filled glasses into a full orchestral masterpiece.
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At one time or another, we’ve all been in a hurry to make a flight to an important new business presentation.
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There’s graceful. And then there’s crass.
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