Commercials must, these days, entertain, but of course are still obligated to bring home a product message. These are some spots where the product is integrated into a story. Sometimes the product is critical to a very-much-desired task. Sometimes the product is part of the desired outcome. They are so entertaining, they almost serve as short studies of "product placement."
Goodby Silverstein and Partners "Digital crime fighting" for HP, HP "The wind," -- the wind is running rampant through the city (represented by series of curved lines) embraces the contours of a Porche -- HP designed the aerodynamic program the Porsche designers used.
In Goodby's Michelob "Airport," guy at the baggage claim carousel throws woman's bag in trashcan, they walk to the baggage desk together and a sign says "back in an hour," so they go for beer -- except, the commercial starts with them having the beer, and flashes back.
Kirshenbaum Bond + Partners, http://www.kb.com/, freeagent.com (guy escapes his job by chaining ties together), Wynham ad, the maid fixes a room up for Elvis, including everything he needs to feel at home from black hairdye to an animal print bedspread. In another, the maid fixes up the room for a Vampire, covering the mirrors and pulling the shades and carrying out Gidieon's Bible.
The Rube Goldberg busy-box commercial:
Snickers, the work that's derivative, work that's a rube goldberg of events linking the product to an amazing coincidence, a slip of the tongue, a misunderstanding, and the snickers-eater is made president, when really he was only looking for a "residence."
In "cats" by Nicebigbrain for Discovery Channel, someone drops an umbrella in the street, and a woman veiwing from her balcony says, "Oh, great. Now there are going to be cats everywhere." A scene unfolds in which the milk truck crashes, spills milk on the street, and cats pour out of everywhere to consume the milk, kind of like a chain-reaction in an ecological system.
These are great commercials because they tell a story and all the while the viewer is wondering what they're trying to sell. There's sort of a searing effect when the product name finally comes through.
Goodby Silverstein and Partners "Digital crime fighting" for HP, HP "The wind," -- the wind is running rampant through the city (represented by series of curved lines) embraces the contours of a Porche -- HP designed the aerodynamic program the Porsche designers used.
In Goodby's Michelob "Airport," guy at the baggage claim carousel throws woman's bag in trashcan, they walk to the baggage desk together and a sign says "back in an hour," so they go for beer -- except, the commercial starts with them having the beer, and flashes back.
Kirshenbaum Bond + Partners, http://www.kb.com/, freeagent.com (guy escapes his job by chaining ties together), Wynham ad, the maid fixes a room up for Elvis, including everything he needs to feel at home from black hairdye to an animal print bedspread. In another, the maid fixes up the room for a Vampire, covering the mirrors and pulling the shades and carrying out Gidieon's Bible.
The Rube Goldberg busy-box commercial:
Snickers, the work that's derivative, work that's a rube goldberg of events linking the product to an amazing coincidence, a slip of the tongue, a misunderstanding, and the snickers-eater is made president, when really he was only looking for a "residence."
In "cats" by Nicebigbrain for Discovery Channel, someone drops an umbrella in the street, and a woman veiwing from her balcony says, "Oh, great. Now there are going to be cats everywhere." A scene unfolds in which the milk truck crashes, spills milk on the street, and cats pour out of everywhere to consume the milk, kind of like a chain-reaction in an ecological system.
These are great commercials because they tell a story and all the while the viewer is wondering what they're trying to sell. There's sort of a searing effect when the product name finally comes through.
posted by Constance X at 11:46 AM
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