Inspiration for Creative Minds

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It's nice. But I feel it really fits in line with a lot of other commercial you see these days.

I like to call it ‘Massive Magic’ or ‘Massive Madness’ if you wil. It’s the kind of advertising I first saw with the award winning Playstation Mountain.

It was Sony Bravia’s colours that really gave me Goosebumps and made me love this job, even if I had nothing to do whatsoever with the creation of it, I was proud of being part of a profession that was able to create a thing of such beauty.

Several others followed. SNS’s flock of Butterflies, KPN linked the masses, AXE or Lynx saw a horde of sexcrazed ladies storming the beach for a whiff of that funky smelling deodorant.

The Puma Travel Light ad is a worthy ‘Massive Magic’ follow up. (I didn’t really like the Bravia Paint ad by the way, the first version had a funky clown, and the music was not at all what I had hoped after the Colours song).

Here’s a small list of Massvertising for you to relive

http://www.youtube.com/watch?v=hzM5KtL4GHk
http://www.youtube.com/watch?v=oP5J4W5GQ3w
http://www.youtube.com/watch?v=4yCmC6TXcDY
http://www.youtube.com/watch?v=FD0rHQu5yWE
http://www.youtube.com/watch?v=RTtC1Y7cdIs
http://www.youtube.com/watch?v=GURvHJNmGrc
http://www.postbankdownload.nl/rvs13/RVSc13.mpg

Posted by: Piet Wijs on 03 Apr 2007 | 12:13 pm

Piet, nice comment you make there. I didn't see the whole bravia-color ad. I't better without music and without clown.

Wil massvertising sell better?

Posted by: Elias Heuninck on 03 Apr 2007 | 12:38 pm

I quite like the mood set up by the ad, but I would have to say that the music is at least as important as the images.
On the "Cartoon Brew" website they recently referred to some rather more flippant use of balloons:

http://www.youtube.com/watch?v=MDQB2x7JLe8
http://www.youtube.com/watch?v=OSVSQZNSUAo

There are more, which I am sure you can track down yourself if you are interested.

Posted by: Jeff on 03 Apr 2007 | 01:03 pm

@ Jeff: Nice one... my favorite balloon-in-a-movie-moment has to be Stephen King's THE IT: 'DOwn here they all float!'

@ Elias: I don't know if it will sell better. I think the images do 'stick'. The way I see it people have a tendency to become part of the masses. We wan't to belong. These commercials give a sence of 'greatness' I for one like greatness. So as a consumer I did try and find out more about Sony Bravia. When it came to buying one other arguments like price, and functionality came into play. So when I bought my new big-screen-whopper-of-a-tv it wasn't a Sony Bravia.

I guess it's difficult to say what the effect of any commercial is. The only thing they can do in my opinion is create options. Sony became an option. They just didn't fit my consumer needs and budget ;)

Posted by: Piet Wijs on 03 Apr 2007 | 02:01 pm

@Piet: Thanks for your elaborate comment!

If I had to make clear why I like the Puma commercial I'd say that it's because of the 'feeling' that it gives me. It's not about me wanting to become part of a group, it's about me wanting to see people putting effort into the things they make. The Puma-commercial is not a regular 'buy-this-cause-it-will-make-you-look-cool' commercial. It's more than that... Because of that my attitude towards Puma (and perhaps also towards people wearing Puma gear) becomes more positive and because of that it is possible that I will actually buy Puma in the future.

So the basic thing is that I want to see that people/companies are putting effort into the things they create. Puma did this and the RVS commercial is also a good example of a commercial that isn't in your face but in your mind: http://www.freshcreation.nl/comments.php?id=703_0_1_0_C

Posted by: Fresh Creation on 03 Apr 2007 | 06:57 pm

love the ad, great feeling to see something where you naturally start to concentrate and not passing out by just "too much"

any idea where the ad was shot? at a couple of scenes i would have said Zurich or Vienna.

Posted by: Robert on 04 Apr 2007 | 08:51 am

Hey, I saw those balloons a couple of weeks ago in Antwerp! Now I know what those peopel were up to. I don't believe this was done by Puma in-house. Someone in the Puma store said something about a Japanese/Dutch team. Sorry, I don't remember the name?

Posted by: Kid Plutonium on 05 Apr 2007 | 03:34 pm

@Kid Plutonium: A Japanese/Dutch team... Doesn't ring a bell. But must've been quite a sight over there in Antwerp! :-)

Anyone else who knows about this? And about the Japanese/Dutch team?

Posted by: Fresh Creation on 05 Apr 2007 | 04:19 pm

Hi,

I shot the Puma commercial for ADK europe which, you are right, is a Japanese/Dutch agency in Amsterdam. There were 2,000+ balloons inflated overnight and shot around dawn in empty streets (quite a lot of running around!), finally amassing around the Puma store. These were kept outside the store throughout the Saturday to promote the new golf range. Glad you liked it.

Posted by: robertdee on 10 Apr 2007 | 10:20 am

@robertdee: Good to see one of the makers drop by for a comment! :-) Thanks for the info. I updated the post by adding a link to ADK Europe. Next time you shoot a commercial like this it's a good idea to also shoot some 'making-of' material. With commercials like these people (me also :-) ) are interested in the way the commercial was shot.

Success and make sure to drop by now and then...!

Posted by: Fresh Creation on 10 Apr 2007 | 11:07 am

Nice one. Martijn! Good to see your blog is being succesfull. Well earned!

Posted by: EJ on 11 Apr 2007 | 04:51 pm

@EJ: Thanks... :-) More great things still to come...

PS: Didn't we plan a phonecall last week? ;-) I'm curious how things are with you and Accompani.

Posted by: Fresh Creation on 11 Apr 2007 | 05:09 pm

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