Friday, January 3, 2014

Great ideas inspiring 2014 and beyond - Creative Excellence Fridays

A great idea doesn't go unnoticed. In August 2013 we talked about an inspirational commercial produced in 2009 by Swedish director, Adam Berg.

Reviewing top commercials of last year I came across an ad from Saatchi and Saatchi New Zealand that was exceptional. But, not revolutionary.  Their creative team had obviously seen Philips Carousel 16:9 and were heavily influenced by it.  Here's the original ad from 2009.

And here's the creative from Saatchi New Zealand.  "Ultra Broadband is here - Waiting is over".

Does the idea that they "borrowed" from Adam Berg degrade the genius of "Ultra Broadband is Here"? Not in the least. The New Zealand team took a technique and fostered it to another work of art. This commercial took a powerful technique and created a dramatic visual  brand and it proudly promotes and sells Telecom New Zealand. Isn't that what it's all about?

Here is a video of the making of the Philips Carousel commercial. And yes there's as much effort behind the scenes as you thought there would be from the computer mapped camera shots to the post compositing and 3d modelling.

It's not easy. But the end result is definitely worth it.

With over 30 years experience, Tim McLarty  currently works out of Toronto Canada as a writer/voice performer, producer and media strategist producing advertising and entertainment content.

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