Relativity different

A new campaign by SONY shows us how to look beyond what our eye are use to. Well, not really, they just came up with a great idea (maybe not completely original but the use of it here is right on) for a T.V. campaign for it's new camera with panoramic capabilities. SONY chose famous pictures that we all know and took'em one step forward (or backward) by "showing" us what's "behind" the photo. I think, as the most hated sentence in the advertising world say: "Think outside the box", SONY took it literally and thought outside the frame:

http://www.youtube.com/watch?v=9dLiZ7HbX5g&feature=player_embedded

http://www.youtube.com/watch?v=YsS5PDwU8zE&feature=player_embedded

So... E=mc2 or more?

Caught playing with yourself

Tens of thousands of Sony PlayStation users woke up this morning to a new day. All of a sudden they realize, that while they were playing PlayStation games, someone was playing them. It appears that hackers broke Sony PlayStation's code and where able to get all the gamers personal information including their credit card details. Scary shit... but should we be surprised? Should we be upset with anyone but ourselves? It's not like we didn't give our credit details willingly. But still what can we do? The world out there, is going in there, online. More and more by the minute and it's not getting cheaper. So we can't run away from using our credit cards online, but we do have one way to protect ourselves...
use someone else's credit card.

Creative of the week

You are not the target audience

Every one that works or used to work in the industry knows this sentence and probably used it in more than one occasion. This sentence can mean a few things and usually refers to a client or a person that doesn't understand or likes your creative work. It can mean: you're an idiot who doesn't have a clue, or you're too old for this or simply, shit I didn't think about this but I can't really say that. But lets face it, mostly it just means, fuck off I know best. That is why us creative people need all the creative competitions such as Cannes, Clio Etc. It's basically our work being judged by well... people like us. Work that has been created solely for this purpose. Not for a client, not for a certain audience, not for anyone but other creative people.
Every now and then I find myself showing someone some creative work, my own or not and getting the response: "I don't get it". So of course the first thing that pops to mind is: "you are not the target audience". But after thinking about it a bit more I realize it's true, most of these were created for a different audience.
I guess it's like that phrase: If you have to ask, you can't afford it.

Well? Are you the target audience?

Giving Back to Mother Nature

I guess when you ask some people here what does recycling stands for they will probably say: biking or maybe they just think giving back to mother nature should be taken literally. Otherwise the view I got to see this morning as I was riding through the park is just unexplainable. Hips of trash lying on the green grass and leftovers from the day before floating on the pond's still water among the ducks. The only thing that made me feel even worst about all this is the look of despair on the care taker's face when our eyes locked.
Well I guess green is no longer in style.

Creative of the week

Twins seperated at birth

Once again I find myself shocked as I am watching an Israeli commercial on TV. Have I seen this before I think to myself, it looks new but I am sure I have seen this before. Ho yes 2004 Cannes festival, O a winner too. again this corner shares with you my readers my disgust in the lack of originality. You be the judge... again.

The fake:
http://www.youtube.com/watch?feature=player_embedded&v=F8wSYSnAR_o

The original:
http://www.youtube.com/watch?v=6A4aFf5W0bI&feature=player_embedded

The Ad agency's comment (we've got to be fair):
"The idea for the campaign was born in our creative department. Well into production we watched the talked about commercial. It is important to clarify that the script is an original one."

Please leave a message after the post

Nowadays it's all about staying connected. Our cell phone is always with us and of course never off, in case we might miss something. We even get angry at people who don't answer their phone. But when you decide not to answer yourself, you all of a sudden get an alert from someone via chat on your cell, so there is no escape. Plus we are online all the time with our computers as well as our smart phones. But even this weird need to connect is not really about connecting. It's basically about keeping in touch and yes there is a big difference. Take the FB comment for example. You are commenting about something that could have been poster a few hours ago, so you are basically leaving a message. I'm sure I'm not telling you anything you don't know. But I look at it as calling someone, praying (long time ago) that the answering machine will pick up so you could leave a message instead of really talk. Because then you are the good guy, you kept in touch. So this post is basically my way of leaving you a message. But next time if I want to talk to any of you I will call, I'm sure you will pick up.

Creative of the week

Bigger than life... at least taller

When you see yourself as bigger than life kind of guy, you think nothing can touch you. Usually it's true and nothing dose. But every now and then life slaps you across the face just to remind you that you are not quite as big as you imagined. Today I was riding my electric scooter to work in a diffident way to the one I use every day and as I drove through a gate, little did I know (or see) that at the top of this passage lies a metal bar. Now, being 186cm on a scooter of at least 30cm height didn't help much. So.. as my body moved forward along with the scooter, my head and neck decided to stay put. I can only describe this as an outer body experience. Apparently when you are out of your body you seem to have time for the "more" important things in life. Thank god, it gave me enough time to save my scooter from falling and most of my cloths from getting tainted with blood. But as for an outer body experience, well I must say I'd rather stay inside my body a bit longer thank you very much.

Men are from Mars, women are from venus

Without any connection to the last post I wrote, IKEA has crawled it's way into this blog once again. This time it did so with the help of a different and clever campaign for non other than of course "a tidier home". IKEA for years does what any other leading and intelligent brand does.
It keeps on "taking" in the same language for years, the beautiful thing about it, is the different approach. Here are two examples for ads done 10 years apart, although the creative is different the message is still the same.
By now you are saying to yourself: "what's all this got to do with the title", well take a look at the 2011 commercial attached and you'll see...

http://www.youtube.com/watch?v=NeTB1QW4xGI&feature=player_embedded

http://www.youtube.com/watch?v=mCVAiqzzyLk&feature=player_embedded

Creative of the week

A+B=C

IKEA has branded itself as a worldwide leader in manufacturing a wide range of well-designed, functional home furnishing products and selling them at prices so low that will make them affordable by as many people as possible. But what it really did is cut off the middle men. IKEA has no designer packaging, nothing is pre-assembled, nothing is being delivered and you can't buy over the phone or the web. But when there is a will there is way. There is a new start up that caters to those who are just too lazy and offers a new service. This company will go to IKEA for you, buy for you, deliver everything to you and will even put it together.
Now the obvious questions are:
1. Will people use this new service, built (for now at least) on one brand and will it last.
2. Will IKEA catch on and start it's own service... doubtful.
3. Will IKEA buy this new venture out... not.
4. Will the world continue it's rotation without a hitch... most likely.
I myself vision a shark that lives in symbiosis with it's cleaner fish. As long as the cleaner fish does it's job the shark lets it eat of him. But if by any reason it stops, well...
Someone will need some assembling done.

All roads lead to...

Driving back from the south, Pharan to be exact, it seems like all you do is drive for hours and hours. So when you reach the toll high way everything looks great. 3 lanes, new tarmac, green all around you actually feel like you are driving in Europe. Then you exit the high way and join the road that leads you home. Lo and behold there is a new toll lane to make your journey even quicker. At first you say to yourself: "wow someone is really thinking of me". But then you start thinking to yourself, hold on a minute. Only a couple of months ago this lane was mine, FREE and now I have one less lane. I am all for progress and improving our ways even for a coast, but it feels weird to have something of yours taken away from you and then having to pay in order to get it back.
Well I guess using it will end with me waiting for the "ransom" note. You think though, if I won't use the "use to be mine lane" or pay the "ransom", they will fill it up with cement so no one else will be able to use it?