Friday, September 19, 2014

Amazing robot commercials - Creative Excellence Fridays

Ever since the Hal 2000 had the life like dialogue with Dave in Space2001, Hollywood has attempted to make the robot/ human experience as real as possible. Science has made several attempts over the years to create a "human robot" but man's dominance of the world remains safe, for now. Hollywood, however is another story. There is no limit to their ability to create robots that rival man in every way. And these robots take on such realistic  qualities they even feel heartbreak. Like in the new Swedish commercial for the robotic vacuum from Vorwerk. Saatchi and Saatchi Germany just released the ad. And it's beautiful done in every detail. Vorwerk's creative team asked the question, "what would happen if a real robot fell in love with a robot vacuum.


 If you were thinking Pixar's "Wally" you weren't alone. The beautiful, life like qualities feel very reminiscent of Wally with many of the same awww moments. Something not quite as heartfelt, but equally entertaining was the spot that Old Spice did a few months ago featuring a robot crashing his way through life and love.


 Produced by Wieden + Kennedy the Old Spice commercials continue to serve up edgy, fun humour that translates into thousands of shares and positive brand enhancement.  I love the attention to detail, including the audio work with the subtle shorting out sounds and the smoke as it rises up over the robots broken body. The Hal 2000 may have wanted to dominate the world, but for now, shops like Wieden + Kennedy continue to call the shots.  There's nothing robotic about these commercials.

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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