Beautiful Toshiba Encore Ad Makes Us Hate Digital Devices


The press release for this wonderfully created and produced work, by McCann and Psyop, for Toshiba tells us "it will leave you asking for an encore." Well, perhaps, but not necessarily for the Toshiba Encore which the work promotes.

After watching this "experience" -- in which fractal zoom is employed to place viewers in the the middle of the action using using 3D cameras, symbolic elements and matte painting environments that add depth and dimension to the shots -- you are left with the feeling that technology has let you down. Because, really, does any device give you the glorious experience depicted in this work?

Sadly, here, the formula is backwards. Instead of under promising and over delivering, the work over promises on something that can't possibly deliver on the promise. Yea, yea, yea. We get that the whole thing is a metaphor. But metaphors affect emotion and emotion most certainly comes into play when making a purchase.

And if we can't have this McCann/Psyop-created experience when we use out tablet then we don't want a tablet at all. Then again, that's just us.

by Steve Hall    Dec-10-13   Click to Comment   
Topic: Commercials, Creative Commentary, Good