Tag Archives | Advertising

The Making Of A Commercial Becomes A Commercial

Toshiba Upscaling

Toshiba’s upscaling technology takes standard definition content and transforms it into near high definition quality.

The ides is that upscaling will “take anything you watch and make it astonishing”, so Toshiba needed to create an ad that would explain that concept in less than a minute. In short, they too needed something astonishing.

What they came up with was the concept of a “Timesculpture” where, through a combination of time shifting, clever camera work and post production magic, a ballet of movement is created that looks like the world through the eyes of a DJ:

The ad is beautiful, imaginative, unexpected and engaging, and goes beyond advertising and into the world of art.

Why would a company create art when it’s trying to sell you technology?

Because beautiful, imaginative, unexpected and engaging art tells a story that you want to revisit; it creates questions that you want to answer; and it draws you back in for more. Art can be appreciated independently of the message, and the ‘making of’ can become an ad in its own right:

Sure, it takes 2.9 million individual renamed frames, 20,000 gigabytes of material, 200 cameras and countless hours of editing, but when millions of people actively seek out your commercials to find out more about them, you’ve reached your audience on an entirely new level, and can call your campaign a definite success.

The Good:

  • Timesculpture is so unique that it needs a ‘making of’ to explain the process.
  • Audience seeks out the additional content.
  • Subtle nuances mean the ad doesn’t quickly grow stale.

The Bad:

  • High production costs.
  • The ‘making of’ tactic only works if the audience really likes the ad.

The Future:

  • Commercials become art, and the story behind the commercial becomes the commercial.

Toshiba – Upscaling

Spore Thinks Small to Win Big

Spore Telescope

When walking through a big city, you probably don’t notice the billboards and ads around you that cover every square inch of available real estate, and every nook and cranny that you could potentially look at.

That’s because we’ve trained our minds to be subconsciously aware of advertising, allowing us to easily ignore it as we go about our daily business.

However, a telescope in the middle of the sidewalk is probably a little harder to ignore, and if everyone was looking through it, you’d probably stop to look through it too, right?

That’s what Spore was counting on with their latest ad campaign, and I think the idea worked rather well.

Instead of spending big bucks to buy huge ad spots in heavily trafficked areas, Spore bought a small (14” by 6”) and out of the way ad and then pointed a telescope up towards it from street level, allowing anyone to look through and see what all the fuss was about.

In addition, this creative use of an oddly sized billboard received tons of blog coverage, as advertising and gaming sites alike wanted to cover the “world’s daintiest billboard”.

The Good:

  • Out of the box thinking cuts through our ad filter.
  • Large amount of coverage despite low cost for ad.

The Bad:

  • Ads only used in a few select markets.
  • Only one person at a time can view and experience the ad.

The Future:

  • Ads move away from traditional billboards and towards creative outdoor installations as companies ‘think outside the billboard’.